Posts in Blog

November 27, 2019

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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November 6, 2019

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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October 21, 2019

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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October 10, 2019

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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October 3, 2019

They have come to watch me bat not you bowl (WG Grace)

The legendary cricketer, and apparently massive egotist, WG Grace on being bowled first ball in a cricket match once famously, perhaps apocryphally, said They come to watch me bat not you bowl, implying that he should get a second chance! I am reminded of this saying because, now that The High Performance Customer Insight Professional […]

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September 30, 2019

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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September 26, 2019

‘When I want something interesting to read I write it myself’ (Attributed to Oscar Wilde)

Following the publication on Amazon of my latest book, The High Performance Customer Insight Professional, I have had a number of people asking me what the recipe is for getting underway with a business book, and finishing it? There is no silver bullet, magic, one size fits all recommendation. But one central issue to address […]

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September 19, 2019

Do you recruit Superheroes or T-shaped team members?

Last week I gave a talk at the ESOMAR Congress in Edinburgh about how the insight industry should be showcasing the value of customer insight. The session concluded with some ideas on the six key habits that I believe high performance customer insight professionals should cultivate. The first habit is being a business translator able, […]

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