INSIGHTS

Instinct, imagination and intelligence

We like the hard, cold facts from your database and desk research. And the warm behavioural data from your analytics. Best of all we like the intel gleaned in one to one interview and group investigation. Insights matter. But what matters most is to view this not just with intelligence but with imagination. And a healthy dose of  intuition. Call it gut instinct or empathy. Whatever it is, experienced creative thinkers who understand people working closely with other experienced marketers who do too, is what will make sense of the data and will turn facts into insights.

We’re not the data guys, we are the creatives. We’re here to make sense of the learning so we can understand the audience and the story they need to hear. We’re looking for motivations and objections, rational and emotional, the words we need to use and the style of communication that will work. We collaborate with data specialists and when research starts to focus, we make sure there’s a credible creative hypothesis to work to.

Data insights

 

 

We refer to this as cold data. These are the hard facts. And we’ll dig as deep as we need to with the data experts in your team or the data experts in ours.

·      Customer data, initial profiles and personas
·      Industry data, trends and predictions
·      Brand data, reach and perceptions
·      Competitor data, positioning, SWOT
·      Organisational data, structure, processes resource
·      Audits SEO, tech and creative

Behavioural insights

 

 

 

This is the warm data. How people actually behave. We’ll get a much better idea of the audience, needs, fears and perceptions. Using instinct and intuition to think more creatively.

·      Web analytics and behavioural information
·      What’s worked, what hasn’t
·      Lifecycles, needs and objections
·      Creative hypothesis
·      Messaging and propositions

Creative insights

 

 

 

This is where the real insight comes whenever there’s an opportunity to do it. While we are interviewing we are checking ideas, concepts, turns of phrase and validating hunches. And of course, we’re listening, because people say more in conversation than they do ticking boxes.

·      One to one interview with staff
·      One to one interview with customers
·      Groups and workshops
·      Proposition and message testing