Smythe looks to build Culture of Insight

UK-- When it comes to launching a new business, researchers have an advantage – assessing the market opportunity should come easy to them.

Ex-BMRB man James Smythe surveyed 52 research buyers to find out what they want from a supplier before launching his new business, Culture of Insight.

You can see the results of his research online here and here, but it boils down to three key points, Smythe said.

“The first is that clients want answers, and that might not mean going out and doing more research,” he said. “Clients don't have the money to chuck at ad hoc studies at the moment so they are looking to get insight from existing sources of data both internally and externally.”

Next, Smythe identifies a “need to focus on our clients' businesses more than our own processes”. Finally – and most importantly, he says – there is the issue of “effective communication of insights”.

Four-fifths of those who took part in Smythe's study agreed that the health of advertising and marketing relies on consumer insight, while just over half said research was good value for money. However, three-quarters of respondents said they had often left a market research presentation thinking ‘So what?' – underscoring the importance of getting the right message across.

Smythe launched Culture of Insight last month, and is targeting clients in the media and advertising trade. He is a former head of market research for Capital Radio owner GCap Media and an ex-associate director at communications research agency Carat Insight.

Prior to going solo, he was head of sports research at BMRB but left the agency after the role was axed in February, along with that of marketing director Steve Cooke.

Author: Brian Tarran