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The era of averages is over

The era of averages is over

The life expectancy of humans is increasing year after year, yet that of brands and companies is declining at an ever-inclining rate. It is clear that the new reality, characterized by a shift from linearity, craftmanship and scarcity to one defined by acceleration (e.g. of decision-making), automation (e.g. of services) and abundance (e.g. of data) …

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Mighty easy to escape the commodity magnet?

Mighty easy to escape the commodity magnet

As published in MarketingTribune on May 1, 2018. In 1992, Rangan and Bowman wrote their Harvard Business Review article on the commodity magnet: a powerful virtual magnet which, as a result of growing competition, brings along a decrease in your differentiating capacities and an increase in your cost to serve, and puts pressure on your …

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What researchers can learn from bartenders

What researchers can learn from bartenders

How mixing measures can create the ultimate cocktail to fuel research needs. As published in the April-May 2018 edition of the Australian Market and Social Research Society’s publication Research News. For many years, economists, sociologists and psychologist have tried to understand and assess the mental processes that mediate people’s behaviour, with the aim of better …

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Why you need an insight infrastructure & culture

Why you need an insight infrastructure & culture

In our previous post we talked about the need to align stakeholders within the language of insights and embed consumer closeness initiatives to make sure the consumer is in the hearts and minds of the whole organization. Once you have installed this consumer-first mindset, the next step is to facilitate the flow of insights in …

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Time to fuel up: key take-aways from Medialaan’s Fuel event

On Thursday April 19, Medialaan hosted the second edition of FUEL, an event with the ambitious promise to put you years ahead. We are fans of the first hour since we attended the opening edition last year, making us hungry for this year’s edition. Giving the stage to twelve inspirational speakers, FUEL actually dares to …

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How insight activation requires a change in people’s hearts & minds

How insight activation requires a change in people’s hearts & minds

Fighting the casinofication of market research – more specifically the research users’ feeling of having only a 50% chance of gaining back their money invested in research – goes beyond the insights department. Increasing the return on insights is a company-wide challenge and responsibility. Yet in reality, CMI departments are often seen as separate silos, …

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The shifting marketing (research) reality: from scarcity to abundance

The shifting marketing (research) reality: from scarcity to abundance

We live in an age where information is more accessible than ever before. In the past, information was a scarce resource and its accessibility was (p)reserved for those who knew the right people or were willing to pay for it. The ones that stood out were those that had access to the right data, information …

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