Historically, the worlds of Consumer Insight and of Data & Analytics have been very separate. One looking very much toward brand & marketing and the other looking very much toward finance and IT. We believe that this divide isn’t helping anyone.
The best decision makers take a range of input into their consideration, and that should include both “hard data” but also qualitative insight, stories from customers and wider market intelligence. This means confronting the places where different sources of insight point in different directions but it’s only by working through those situations that we find the value on the other side.
Strategy#
At a high level, the integration between consumer insight and analytics will only happen if it’s joined up in your organisation strategy. Based on work in other fast growing organisations we can help set up your insight strategy for success, including making sure that your teams have reasonable and balanced expectations of how fast we can move and what kind of insights we can expect.
Critically this approach is built on asking the questions that we actually need answers to, rather than building up a cottage industry of reports and charts which don’t get used and aren’t driving value in your organisation.
Quantitative Insight#
We can help small organisations utilise consumer insight and quantitative market intelligence to make practical decisions. Navigating a world where it seem that most agencies won’t consider you at smaller budget levels is very common, but that doesn’t mean there aren’t options.
We needed a TURF analysis doing to assess which flavours we should launch with. We didn’t really know what a TURF analysis was, let alone how to do one. Luckily Alan turned it round incredibly fast, and came back with so many valuable insights above and beyond just analysing the data. It was invaluable.
Generative AI#
Conveniently, quantitative customer insight uses many of the same tools and technologies that you’d find in an analytics or statistics function. Increasingly we’re also seeing that applying Generative AI to both worlds can yield significant efficiencies - especially in handling large bodies of text information.
