Marketing is full of buzzwords. Terms and definitions are over used in marketing pitches, client meetings and in publications every day. But none are used quite as often – and incorrectly – as the term ‘insight’. It is a catch-all for a wide number of concepts, from the creative starting point for an ad, to the applied knowledge that directs a social media plan, to consumer media consumption behaviour understanding, to the strategic foundation for a brand’s positioning.
Let’s be more insightful about insights, says JWT’s head of insights
17 November 2014