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Navigable Slide Index

1. Introduction
2. What's new in insight?
3. The customer insight forum
4. What is insight?
5. Sources of insight
6. Insight as a strategic asset
7. The IT industry
8. Is insight just a fad or a major shift?
9. Customer insight for competitive advantage
10. Insight must lead to action and change
11. The key messages
12. What is insight worth as an asset?
13. Why has insight risen up corporate agenda now?
14. Marketing in crisis
15. The vital role of insight
16. The insight team role
17. Links with knowledge management
18. Implications for client-side teams
19. The full set of skills
20. A personal vision
21. What does this mean for researchers?
22. Characteristics of an industry
23. Characteristics of a profession
24. Is there a structural problem?
25. Behaviours and capabilities
26. A need to build a broader skill set
27. The implications for qualitative research
28. What is needed from the 'trusted advisor'
29. In conclusion
30. 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

Links

Series:

• Qualitative Market Research

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008
• Archived on May 28, 2025