Insight’s secret weapon: synthesis (it’s sexier than you think)
Beyond technical competence: how can we insight professionals become more ‘charismatic’?
Client side environments often aren't conducive to synthesis but we should do more if it! Here are a few things that have really worked for us.
Move over management consultants, it’s time to let researchers do their work
When we fail to fully hit home with our message, is it perhaps in part because we lack the special ingredient of charisma? And what can we do about it?
Having your insight cake and eating it!
I know I’m not alone in my misgivings about the frequency with which large companies ‘helicopter in’ management consultants to try and sort out a sticky strategic problem that a market researcher could have tackled.
A few things I learnt working in insight at eBay
Many of us are accustomed to making sacrifices when it comes to balancing work alongside home or hobbies. Corporate life, at least in the UK, seems out of step with how people actually want to live*. Many involved in the provision of customer insight feel this conundrum acutely.
Customer Closeness — is your company really up for it? And what to do if it’s not.
These days 10 years seems a long time to spend at any company, but especially in the tech sector. Working in insight at eBay gave me a unique vantage point across a fascinating organisation.
Stop wasting your (and your clients’) time
Customer closeness work can be defined in different ways, but for the purposes of this post, I’ll define it here as ‘organised opportunities for a company’s staff to engage live and in person with the customers they serve, in order to better understand and act on the needs of those customers’.
The question everyone working in insight should think about
So you think you know the answer and you are busy burning the midnight oil writing the debrief for tomorrow’s client presentation. What if you were wasting your time? You most likely are.
7 ways your client-side insight department can become more strategic
We insight folk generally want our audience to sit up and listen when we deliver disruptive insight – but more than that, we want them to act.
Many client-side insight functions complain that they aren’t able to be ‘strategic’ enough. They feel they are distracted by too many tactical requests and are not at the table inputting to key decisions at the moment they are discussed.