Defining
Insight - anything that is
common knowledge or practice but is viewed from a different angle
It
needs a discerning eye and an out of the box mind
Moreover,
it’s not a solo job needs team work to have various vantage points
The
leadership at Tender dragon in its previous avatars has been part of several
such teams and insights of Brands that became big in Pakistan
Insight
is not tool dependent – it can come via any source nevertheless some of the
tools used are
·
Story telling
·
Collages
·
Emotive
Boards
And many others not to mention
standard qual and quant research like
·
Usage and
attitude
·
Segmentation
o
Attitudinal
o
Psychographic
o
Need based
o
A priory
o
Nested
·
Category
landscapes
·
Pricing
studies
