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Printable Handouts
Navigable Slide Index
- Introduction
- What's new in insight?
- The customer insight forum
- What is insight?
- Sources of insight
- Insight as a strategic asset
- The IT industry
- Is insight just a fad or a major shift?
- Customer insight for competitive advantage
- Insight must lead to action and change
- The key messages
- What is insight worth as an asset?
- Why has insight risen up corporate agenda now?
- Marketing in crisis
- The vital role of insight
- The insight team role
- Links with knowledge management
- Implications for client-side teams
- The full set of skills
- A personal vision
- What does this mean for researchers?
- Characteristics of an industry
- Characteristics of a profession
- Is there a structural problem?
- Behaviours and capabilities
- A need to build a broader skill set
- The implications for qualitative research
- What is needed from the 'trusted advisor'
- In conclusion
- Acknowledgements
Topics Covered
- The transformation of client-side research teams into insight teams
- The real difference between research and insight
- The threats and the opportunities for qualitative researchers
Talk Citation
Wills, S. (2008, May 22). The move to insight - Implications for qualitative researchers [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 13, 2024, from https://doi.org/10.69645/EJMQ5979.Export Citation (RIS)