Insight Development.
Discovering new opportunities for your brand.
The power of insights
Consumer insights inspire brand ideas, and inform strategy, innovations, and creative.
I bring decades of experience to the insight development process. I work with clients to plan and execute qualitative and quantitative studies that help them to discover important new opportunities to build their business.
Category insights
Category insights relate to attitudes and usage behaviors.
Young moms tend to do more loads of laundry than single men. Teenagers tend to worry about acne more than adults. Meal solution kits are more popular among individuals with higher incomes.
Brand insights
Brand insights relate to the factors that differentiate brands or brand consumers.
Suave shampoo users think it's smart to pay less for shampoo. Goop readers pay attention to the site's product recommendations. Seventh Generation users take environmental issues seriously.
Trend insights
Staying current on trends is a great way to discover new opportunities.
A desire for less processed foods has disrupted packaged foods. The authenticity of smaller craft brands has re-shaped the approach to marketing and media in dozens of industries.
Latent need insights
Identifying pain points can help uncover opportunities across the entire value chain.
While it takes longer and costs more, it provides a unique opportunity to directly observe shopping and product use behaviors.
Media insights
Shifting media habits may be the biggest contributor to disruption in many categories.
Streaming media has made it more difficult for advertisers to reach certain targets. Influencers were not a factor before social media. Many brands feel they must take potentially polarizing stands on social issues.
Developing insights
I have more than 25 years of experience developing insights at advertising agencies, as a client, and as a consultant.
My approach is to move quickly past basic insights, and develop the strategic insights that help to provide a competitive advantage in advertising and innovation.
This video looks at several insights that I have developed over the years.