The Essence of Insights
You’re the leader of a consumer insights or market research function, brand marketing team, product development organization, business communications group, or a strategic planning department. Every day, you’re faced with critical decisions that depend on your ability to predict how consumers are going to act, or react...decisions that call upon your experience and savvy, but are also informed by whatever data your team can obtain, aggregate and analyze.
As data has become more ubiquitous, capturing that information, and making sense of it, has become increasingly challenging. Analytics abound but, in the end, statistics are just that – measures of what people are doing and how often they’re doing it. The behavioral patterns these analytics reveal can surely hasten better decisions. But is it enough?
Understanding the key drivers why people do what they do – behavioral drivers, attitudinal drivers and preference drivers – unlocks the vagaries of those analytics and affords you the opportunity to forecast likely outcomes...especially when they’re placed in the context of the social forces that are defining our societal perspectives and aspirations. We call these “insights.”
Over the years – through our syndicated Cassandra Reports, presentations and Trend Schools, consulting engagements and daily email newsletter trendcentral – we’ve forecast the arrival of cultural phenomena well before they entered the mainstream, ranging from branded designer jeans and video blogging to Twitter and augmented reality.
The IG Difference
We gather and disseminate these insights through a rigorous but flexible process, the nucleus of which is a powerful Online Opinion Network that includes our private, 5,000-member consumer community Cassandra Speaks, as well as a global network of trend correspondents. This network is unlike any other in that every member has been personally screened in face-to-face interviews. We’ve been populating and nurturing it for nearly 15 years. So we know them, and we know that they are motivated to provide us with the types of observations and opinions that generate real insights.
Those insights are the seeds of understanding the “whys” of consumer behavior and yielding the foresight you need to make better, more informed decisions.
Want to learn more? We’re ready to talk.