Few marketing challenges are tougher than identifying and influencing what drives customers’ attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews.
Where to Look for Insight
We often hear the word “innovation,” and might think of an Research and Development laboratory, a design group, or a start-up venture. But today innovators are in demand everywhere—from the factory floor to the salesroom, the IT help desk to the HR department, the employee cafeteria to the C-suite. Innovation isn’t a department. It’s a mindset that should permeate your entire enterprise.
The feedstock for innovation is insight—an imaginative understanding of an internal or external opportunity that can be tapped to improve efficiency, generate revenue, or boost engagement. Insights can be about stakeholder needs, market dynamics, or even how your company works. Inside your company, insights can lead to more-efficient operations, simplified processes, or leaner structures.
Insights can be powerful, but how do you find them? Should you brainstorm with colleagues? Sift through masses of data? Simply introspect? Or carry on as usual and wait for the proverbial apple to fall on your head?
In our combined half-century of working with innovators at start-ups and within large corporations, we’ve found that the best insights tend to come from sources that can be categorized. We recognize that many people arrive at great ideas more or less serendipitously, but we nevertheless believe that it’s possible for individuals to approach innovation in a more systematic way.
SEVEN INSIGHT CHANNELS
By periodically tuning in to these channels and methodically running through them, you can focus your imagination, organize thinking, spur creativity, and find valuable ideas for growth.
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Enterprise Insight Vision and Strategic Management
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