Blog
The skills customer insight professionals could be sharing with the higher education sector
In this blog I am following up on the LinkedIn post from last week where I entreated fellow insight professionals to make contact with their local university or college to discuss opportunities to make a contribution to courses and programmes. I made the point that the skills we possess as insight professionals are those that …
The Art of Expressing Your Own (Informed) Point of View
When I first started in market research it was true to say that if you expressed your own personal point of view, they may have taken away your market research woggle. I recall that you could fail the Market Research Society membership interview for failing to restrict yourself to the entirely rational objective evidence. Today, …
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How to tell whether you have a real customer insight or not
In the last few blogs we have been looking at different dimensions of the art of constructing a compelling insight narrative. Here, one of the key ingredients of success is making sure that your presentation is premised on a genuine insight – not just a mildly interesting observation about customer behaviour. Many insight narratives fail …
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How to construct an elegant, compelling, flowing insight story
The art of creating an engaging insight story pivots around understanding the role of structure. A coherent structure sets the context, drives the flow of your argument, organises ideas into categories and makes it easier for the audience to understand your message. But structure is a funny thing. When a sound structure is in place …
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The challenge of winning both the emotional and rational argument
Here are Six Tips for Insight Professionals who must stay true to the hard evidence but who also want to give their evidence an emotional kick. In this blog we look at how you present an evidence-based insight message in an era when, in a straight choice between emotion and reason, emotion usually wins. Just as insight …
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What can George Orwell teach us about telling the insight story?
Great writers such as Orwell, with his ability to communicate in a concise, clear and impactful way, provide some powerful lessons for those in the business of getting over an insight message. For instance, his classic Animal Farm – which deals with quite complex themes – is only a little over 100 pages in length …
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There is nothing more practical than a great theory – discuss!
I am getting some very welcome feedback about the practical nature of my new book The High Performance Customer Insight Professional: How to make sense of the evidence, build the story and turn insights into action, which is now available on Amazon. This is reassuring because this book was specifically written to be a practical …
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