THE BIG DIG (or, Getting Down to Real Insights)

This week we are once again thinking about insights. If we're honest, we marketers probably never think enough about insights. And all too often we suddenly find ourselves in need of, say, a Creative Brief for some new communication, and then it hits us: "Quick, we need an insight!" Inevitably, we end up settling for something that's "readily available," something rather superficial. But what our brand really needs is something discovered, some deeper understanding of the consumer's attitudes and behaviors that might just provide us with a competitive advantage - at least for awhile. For that kind of something, superficial won't cut it; we need to dig, dig, dig for it instead.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a hand-held device link to allow for your preferred method of viewing. Please note that depending upon the configuration of your particular computer, it may necessary for you to copy and paste the address bar.

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The DISPATCHES^TM for September 30, 2013 can be found here:
http://www.bdn-intl.com/TheBigDig.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=477

 
It is also available in PDF here:
http://www.bdn-intl.com/uploads/TheBigDig.pdf