actionable insights - c3centricity

A Comprehensive Guide to Overcoming the Most Common Data Integration Challenges

Posted on June 24, 2024December 4, 2024 by Denyse Drummond-Dunn

Insight development is based on gathering information, then data integration and analysis. However, organisations often find this challenging due to multiple sources, formats and time scales. Do you?

Many companies struggle to benefit from all their data and information because they don’t know how to turn it into insight, or their insights remain interesting but not actionable. There are many reasons for this.

From data quality issues to technological limitations and resistance to change, organisations must navigate a complex landscape to unlock the full potential of their data.

This comprehensive guide delves into the ten most common challenges in insight development, offering detailed analysis and strategies to overcome each obstacle, ensuring your organization can harness data for strategic advantage.

If you prefer to listen rather than read:

Marketing Deep Dives by Denyse · Actionable Insights: Overcoming Data Integration Challenges – 2

What an Actionable Insight Really is

I get so frustrated when people refer to numbers, data, or the findings from research projects as insights. None of these are!

In addition, developing actionable insights from a single survey is rare.

The reason is that insight development, getting to that “aha” moment that everyone immediately understands and wonders why no one thought of before, needs a 360 perspective of the challenge or opportunity under investigation and uses information from multiple sources.

There are many definitions of insight, but the one that I use, and that resonates with my clients, is a statement that impacts the attitudes or behaviours of current or potential customers/shoppers of a brand or category based on a human truth that results in an emotional response.

At first glance, this may seem like quite a mouthful, so to simplify retention, I refer to it as ABCDE:

A = Attitudes and Actions

B = Brand or Category

C = Customer, consumer, client or shopper

D = Deep human truth

E = Emotional response

To fast-track your understanding, here are some great examples of the insights behind some of the best-known brands:

Heineken Jillz: I want to drink alcohol on a night out, but I don’t like beer and wine is too variable in quality.
Kraft Philadelphia: Food is delicious, but I don’t want to eat too much fat (butter versus cream cheese).
DTC Diamonds: I want to stand out (shine), but as a modern woman, I also want to be seen as gentle and feminine.
Unilever Dove: I want to be admired for my beauty on the inside, not for what I look like on the outside.
AXE (Lynx in UK): I (young men) want to attract as many beautiful and sexy women as possible.
Haribo Starmix: There’s a child inside every adult.
Dulux sample paint pots: I love to decorate my home, but I don’t want to look stupid by choosing the wrong colour.

You’ll notice that most are written in the first person as if the target audience is speaking. This makes it much easier to understand and resonate with the reader without much effort … Click to continue reading

Here at C3Centricity, we publish books (Winning Customer Centricity), articles and training on customer centricity, because we’re passionate about helping companies to successfully adopt a customer-first strategy.

Since we founded C3Centricity in early 2011, one of our traditions has been to share the most popular posts on customer experience at the beginning of each new year.

This past year has been particularly successful for C3Centricity, with many of our newest posts getting the top scores globally! This is quite tough for a blog that has been running for almost 13 years and highlights the quality of the content we share with you each month.

Of course, there are also a few perennials that have been appearing in our top 10 list for years, like insight development and customer observation. Since no brand is successful without a foundational insight, and customer understanding is its major essential element, these two will always be popular – they also are on Google’s first page, which certainly helps and confirms the quality of their content.

So let’s have a look at the Top 10 list in 2023, and see if your own favourites are there. If not, then please let us know in the comments. Thanks.

#1. Five Brilliant Ideas to Boost Your Insight Development

Boost your insight development This post regularly appears in the top three posts on C3Centricity. This shows the quality of its recommendations and content. And the importance of business insights.

Ever wondered why you struggle to develop actionable insights? This post shares some of the main reasons why even large companies sometimes fail at this essential art. Then, it offers some suggested solutions to help you.

Insights are the foundation on which every single successful brand is built. If your brands are lacking strong positive growth, they are probably missing that insight that will make them powerhouses.

So it is vital that you learn how to develop them and then how to action them in your communications and innovation. Again, if you struggle to action your insights, you’re most certainly missing one of the steps covered in this post.

To stimulate your thinking, the article includes many real-world examples of how great insights can be turned into powerful ad campaigns that connect with customers and motivate them to buy.

If you’re ready to finally learn how to develop actionable business insights, check out our online course on the topic HERE.

#2. Five Rules of Customer Observation for Greater Success

Measure your company image

This post has also been among the top articles on C3Centricity for many years. It is a cornerstone post that is regularly updated to remain highly relevant in today’s marketplace.

Its popularity clearly shows the need we all have to understand how to get up close and personal with our customers – the right way.

The five rules it includes are easy to follow and will make every occasion to watch and listen to your customers so much more interesting and valuable.

And if you want to learn how to watch

… Click to continue reading

Five Brilliant Ideas to Boost your Insight Development

Posted on August 15, 2021October 4, 2024 by Denyse Drummond-Dunn

Insights are the pot of gold that many businesses dream of but rarely find. Why is that? Are you one of them? If so then I have some practical ideas on how you can get much, much better at insight development.

#1. Insights rarely come from a single market research study

Management often thinks that insight is “just another word for market research”. I remember one of my previous CEOs saying exactly that to me just before he addressed the whole market research and insight global team at our annual conference. I’m sure you can imagine what a panic I was in as he walked up to the mike!
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Insights are demanding to develop and are rarely, if ever, developed from a single piece of market research. Each market research project is designed to gather information in order to answer one or more questions. Whilst it may enable a business to make a more informed decision based upon the objectives, insight development is quite a different process.

Insight development involves integrating, analysing and synthesising all the data and information you have about a category or segment user. Then summarising it into knowledge and turning that knowledge into understanding. Only then are you ready to develop an insight.

All brands should have (at least) one insight on which its image, personality and Big Idea (for communications) are built. For example

AXE (Lynx in UK): (young) men want to attract as many beautiful and sexy women as possible. This is one of their newer ads, where the seduction is a little less in your face and more subtle – but still there.

Haribo Starmix: There’s a child inside every adult. This “Kid’s Voices” campaign has been running for years and manages to surprise and delight with each new episode. Which is your favourite? Please add a comment below.

Dulux sample paint pots: I love to decorate my home, but I don’t want to look stupid by choosing the wrong colour. Although these are now a standard offer for many paint brands, Dulux were the first to understand the problem facing potential home decorators.

Insight development will provide the basis on which you will define the actions that are needed to change the attitudes and / or behaviour of your target audience. It also provides a solid framework on which to build your Big Idea for your communications’ strategy.

So there you have them, the five ideas and numerous examples that will help you to develop better insights more easily.

Although you probably already have your own process for creating them, I know from experience how hard it can be to find insights from all the information you gather.

I hope this short article has assisted you in your search for those “golden nuggets”. Do … Click to continue reading

How the Best Marketers are Getting More Actionable Insights

Posted on October 17, 2019December 2, 2024 by Denyse Drummond-Dunn

Are you as busy as I am, as we plan on how we’re going to deliver on all our objectives before year-end?

The last quarter of any year is a stressful time indeed, but this post on actionable insights is a must-read if you want to start 2020 ahead of the competition!

I’ve just returned from running a two-day workshop in Japan. The topic was “Insight into Action with Impact”. One of the things that I loved about the workshop was that marketing was invited too. Even though market research and insight (MRI) groups generally report into marketing in most companies, it seems to me that they are often working on different planets! In many organisations, the collaboration between these two departments goes no further than project briefings and results delivery.

This is not the case with my client in Tokyo; this MRI group has a wonderful working relationship, not only with marketing but also with Channel, Sales, R&D, Finance and even Legal. They have understood that insight development is too important to be left to the market research team alone and have worked hard to build strong relationships with all the other departments in their organisation.

I am sure that many of you reading this, are asking why this is so important. It is NOT important, it is VITAL! Insights are the golden nuggets that we are all searching for. Successful companies depend upon deep customer insights to grow their business. They understand the power of engagement built on insight, to connect with and inspire their customers. And yet many companies continue to leave this to the insight team to develop and deliver on their own. It’s as if they believe that this group have some natural-born skill or magic that enables them to do it while others cannot. Don’t worry, we can all do it with the right training and a few tools.

Great companies understand the importance of insight generation and the challenges faced by everyone in developing them. This is why the best marketers search for greater collaboration. I always encourage the market researchers in my client companies to socialise with other departments, rather than sitting behind their computers all day. The best marketers already do this, do you?

I was encouraged to see that marketing have finally understood the importance of insights. In some recent research by Gartner CMOs selected market research and insights as just as important as marketing analytics and digital commerce (see graph below).

Better late than never I suppose, but it always amazes me that marketing could put anything ahead of insights. After all, every action they decide to take should be based upon deep knowledge and understanding of the customers targeted.

If you are struggling to develop insights that will truly resonate with your consumers or customers, then I suggest you follow these eight tips that I shared with my client’s marketing and insight teams last month.

Despite being some of the best marketers I know, they … Click to continue reading

Customer Centricity is Today’s Business Disruptor (Insights are its Foundation)

Posted on October 30, 2017June 1, 2024 by Denyse Drummond-Dunn

I recently returned from a speaking invitation in Las Vegas. It was an incredible Symposium run by Sitecore, and I was blown away by the importance placed on customer-centricity during the whole event!

From the opening keynote by Sitecore’s CEO Mark Frost to the second-day keynote by Kirsten Newbold-Knipp from Gartner, everyone in this tech and data-heavy conference understood that data is only as good as the use you put on it. Do you?

We are all excited by the wealth of information available to us about our customers, from the IoT as well as people’s behaviour on the internet. In fact, data gathering is no longer an issue; it is its management, analysis and, above all, understanding to turn it into actionable insights that is today’s challenge.

I believe that the reason most organisations today are drowning in data and thirsting for insights, as I am often quoted as saying, is because they are more excited by data than people.

“Organisations are drowning in data and thirsting for insights”

And yet data usually comes from people and their acts and is analysed by people, so that businesses can have more impact on their customers’ attitudes and behaviours. It is, therefore, vital to turn that wealth of information into actionable insights. That’s why I want to share my 7-step process for doing just that with you.

I call it Catsight™, and the acronym always causes a few giggles, as I’m sure you can imagine. After all, business is a serious topic, which is why I try to find ways for us all to find reasons to laugh in all this seriousness.

I chose the name Catsight™ because I thought it is memorable and has a serious relevance to what insight developers do.

Cats have an acute vision, particularly in the dark. They are good at listening because their ears turn 180 degrees. They are highly sensitive – just ask an owner how their cat reacts when they are sad or ill.

Seeing in the dark, listening skills, sensitivity and empathy for the customer are essential skills for all insight developers.

So here are my seven steps to actionable insight development. Note that information gathering is only step #6!

If you react to business questions immediately by running a market research project, please read on. It could save you a lot of money and time!

Using my method, you only start spending money on running a survey in step six – and only if you have identified a gap in your knowledge of the situation. Many organisations don’t know what they already know and what is already available within the company that they are unaware of.

This 7-step process will save you money because you will run less research AND make better use of all the information already available within the organisation. That’s an immediate improvement in the ROI of your information gathering.

C = Category

Whenever you want to develop insight, the first task is to decide on the category … Click to continue reading

Tag: actionable insights