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Showing posts from January, 2019

Consumer Insights 101: Knowing the person before the consumer

Hello hello.......... Happy 2019 to everyone. Wishing for lots of goodness for everyone. I didn't keep up my promise of one blog entry every month last year but I am hoping I am going to be better this year. 
This year I plan to focus on the 'not so exact science' part of marketing. As Dumbledore told Harry in the Half Blood Prince - we shall be leaving the firm foundation of fact and journeying together through the murky marshes of memory into the thickets of wildest guesswork. Consumer insights is pretty much like that. There are of course concrete quantitative proofs of what works for your consumers but we shall not focus on that part here. My entire focus in this piece will be to outline what is an insight and how to get there (at least eventually). 
Let me begin by putting down some caveats. This, as said above is my personal experience with delving deep into the realms of a person’s motivations, triggers & aspirations. There can be (in fact, definitely is) a better…