• Sean Raw

Commercial Insights : Defined


Having worked on many Category reviews around the world, helping teams mine their data to find those elusive insights that are the key to unlocking growth, it has surprised me that, all too often, the work is undertaken without a shared understanding of what an "insight" actually is. Where building this shared understanding has been undertaken prior to the teams mining their mounds of data, it is invariably a "fuzzy" definition that results in fuzzy insights.

To bring a bit of clarity to the meaning of an insight, so as to help teams find what they are looking for, this is the definition we use - with great success.


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