The primary job of marketing strategists is discovering market insights. In this video, the presenter explains a simple methodology for finding and identifying current insights. Read and watch along to learn more!
At the beginning of the video, the presenter establishes a couple of important points about marketing insights, which are that insights are revelations that are hidden in plain sight, and that insights are statements that change the way we view a problem. What’s interesting about the second point is that changing our frame of reference is usually the job of a journalist.
With that being the case, the presenter recommends using impactful publications to discover insights. His process involves doing a simple Google search for the theme or product category and then typing in the name of one of his recommended publications. He goes through a couple of examples of this, searching for a specific term and publication, and then finding an article from which to glean an insight. He then shows how either the title or first sentences of content crystalize the insight. This method will not only help a strategist to find insights but will also produce confidence, thanks to the influence and reputation of the selected publications.
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The primary job of marketing strategists is discovering market insights. In this video, the presenter explains a simple methodology for finding and identifying current insights. Read and watch along to learn more!
At the beginning of the video, the presenter establishes a couple of important points about marketing insights, which are that insights are revelations that are hidden in plain sight, and that insights are statements that change the way we view a problem. What’s interesting about the second point is that changing our frame of reference is usually the job of a journalist.
With that being the case, the presenter recommends using impactful publications to discover insights. His process involves doing a simple Google search for the theme or product category and then typing in the name of one of his recommended publications. He goes through a couple of examples of this, searching for a specific term and publication, and then finding an article from which to glean an insight. He then shows how either the title or first sentences of content crystalize the insight. This method will not only help a strategist to find insights but will also produce confidence, thanks to the influence and reputation of the selected publications.
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