Data isn’t insight alone

The marketing stream at this years’ AEO Forums included a brilliant session from Ben Smithwell from Comotion. Ben’s session titled ‘Demystifying Customer Insight for Marketing Professionals’ highlighted, that data alone is not insight.  Just measuring stuff doesn’t automatically translate to understanding. It’s the crunching and analysing and questioning that provide those ‘aha’ moments that can influence what we do and how effective/profitable we are.

Cutting through the noise and chaos of vast quantities of data to find those small and refined nuggets of insight is much harder than collecting information though. It needs time, it needs an inquisitive and open mind, it needs multi-source validation and it should be an iterative process. 

A continual pursuit of the truth cannot be reliant on data/insight collected before pretty much everything that we took for granted in our everyday lives was thrown into chaos. People, their attitudes, their needs, their beliefs and behaviours are changing as a result of Covid-19, and will continue to change for some time. Times like this make it even more important to invest in insight to drive recovery.  

Insights are our namesake, they’re our raison d’etre. We’re good at mining data and extracting insights. We’re great at asking the right questions, being inquisitive and importantly, we’re brilliant at keeping an open-mind, without prejudice or agenda.

Get in touch if you have any questions on how to extract insight from data or would like to speak to us about how insights can help drive recovery.

Posted by:

Lisa Holt

Merry Christmas from all at Zing Insights

We’re just crossing the Ts and dotting the Is before signing off for the Christmas break – and a much-needed break it is too. What a year it has been… Read more »

Toot the horn – we’re 10!

Today is a day of celebration for us all at Zing – we’ve made it to our 10th anniversary.   Hey, we all know this is an amazing achievement for… Read more »

Healthcare Trends Webinar

This week, Lisa led a webinar in conjunction with Simon Marrett from Ellerton Marketing. The webinar discussed healthcare trends across 2020 and 2021, with research undertaken through use of the… Read more »

It was the best of times. It was the worst of times ….

Published in 1859, Charles Dickens wrote the first line to A Tale of Two Cities more than 150 years ago, but it’s so pertinent to 2020.  Let’s face it, this… Read more »

3 words

What 3 words would you use to describe 2020 so far?  Here’s a few for starters … Unprecedented?  Challenging?  Chaotic?  Scary? Dystopian? Exciting? Uncertain? Tumultuous? Mindful?  Life-changing? Anxious?  The reality… Read more »

When a little insight can be just enough….

Once upon a time, not so very long ago, commissioning an insight project typically meant embarking on a long and often pretty expensive journey.  Projects routinely ran for 8+ weeks… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.