33) Inciting Insights
Marketers often refers to this term ‘insights’ as the holy grail of marketing. The term is often used liberally to glorify any marketing activity. This results in a diluting the meaning in general parlance. Wouldn’t it help us to just set the record straight once and for all?
This is the challenge our hosts Sudeep & Sharan have taken up on this week’s episode. They start with simply defining what an insight is. And just so we are all clear, they go into detail about what an insight is not.
They walk us through a process of how an insight is to be mined from data, checked with consumers and sold within organisations for it take flight and result in Brand action.
This is as fun an episode as it is educative, because it is loaded with examples at every step. Wait especially for the last one where Sharan talks about his insightful journey to understand the Indonesian consumers.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net. We love hearing from you.
CREDITS
- Album Art & Design by ting.in of the Black & Yellow show
- Voiceovers by Nadir Kanthawala of Pops in a Pod
- Edited by Janhavi Pethkar
- Music from Zapsplat.com
