GETTING TO THE CORE CAMPAIGN INSIGHT
Research to Insight is a Process
It takes time and an organized approach to summarize the learning achieved through research and to determine how information can be boiled down to one actionable insight.
Once research is analyzed and findings and recommendations are completed, the business of developing insight begins. The first step is sharing research with key players on the account team. This session should include time to discuss implications of the research and how they fit with the communication challenge.
With input from the team, a smaller group works to finalize a campaign insight statement, which articulates the differentiating idea that will guide all strategic planning and execution. At this point, a brief is written, initial creative ideas are developed, and a client presentation is prepared. Selected research findings are used to support insight decisions.
Research and Account Planning are Natural Partners
Throughout this document there are places where the role of researcher and account planner merge. The planner’s primary role is understanding and advocating for the consumer’s place in the communication process. This understanding depends on research.
The researcher’s primary responsibility includes gathering and analyzing information. A process that lends itself to a unique understanding of the targeted audience. This is especially true of the qualitative research process.
Good researchers and planners collaborate to discover and nurture recommendations and insights that are supported by facts.
Ideally, researchers and planners are partners in an ongoing process that begins with a new product, client relationship, or campaign and continues through concept or message testing and evaluation of impact and results.
This relationship does not exclude account management, creative, or media, PR and digital strategists. The first test for proposed insights are the opinions of team members:
o Is your insight fresh and does it offer the opportunity for differentiation within the category?
o Does your insight matter to the target audience?
o Does it give team members an ample “playground” for strategy and creation?
o Is the insight believable and defensible?
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