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Table of Contents
Introduction03
What do we know about today’s consumers
What does this tell us
Chapter 1: The Changing Role of Insight 05
The data-driven present
Research vs. insight
The anatomy of an insight
Chapter 2: The Steps that Matter13
Creating a pen portrait
Turning data into insight
Chapter 3: Data vs. Information vs. Insight19
Starting with data
Asking the right questions
Chapter 4: Telling Your Story 25
The big truths
Shaping your brand to ft
From insight to idea
Conclusion33
Creating consumer insight summaryIntroduction
Brands today have access to an endless stream of data, but being
data-rich doesn’t mean you have insight.
An insight is a universal, human truth about a customer. It reveals
something unique about their perceptions and behaviors that
you can tap into.
Carrying out research deep enough to uncover this helps you
create the right message, for the right audience.
Integrating this into every stage of a marketing strategy allows for
more targeted creativity and a solid ROI.
In this guide, we’ll demonstrate how to go from data to insight,
and make meaningful connections that last.What do we know about today’s
consumers
More than 7 in 10 consumers purchase products online
each month.
The average internet user has 8 social media accounts, up
from 3 in 2012.
Millennials spend 2 hours and 38 minutes on social media
every day.
46% of 16-24 year-olds use social media for product
research.
The average consumer spends 6 and a half hours each day
using internet-powered devices and services.
What does this tell us
As modern consumers become more fragmented across
platforms, devices and channels, spending more and more time
and money online, brands need to know what works, when, and
why.
This makes the digital space a challenge for marketers and
researchers, but it’s also opening up more opportunities.
Having access to insights like the above (and knowing how to use
them) is the way to get ahead of your competition.
It ensures you know your consumers well enough to offer the
experience they’ve come to expect, and you’re in front of the
right eyes at crucial times.。