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Sunday, 29 November 2015

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Insight – buried alive?


My sympathies are with the "Researchers". To earn their fees they have to do a 2 hour + "debrief". And at every significant "chapter heading" if not each table, they have to come up with something that can be labelled an "insight". Imagine the pressure of a two hour presentation with several "insights" all of them required to get a response of "Holy S***" from the client. Planners have it far easier. They can go for a meeting and concentrate on selling the "actionability" of just one insight. However, sometimes they forget to do that preferring to stay with the "purity of the breakthrough insight". BTW, great framework for insights, Ian.

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12:31 pm