Author Archives: Chris Baker

Consumer insight – a global perspective

Posted on September 9, 2011 by Chris Baker

The LinkedIn Consumer Insight Interest Group has been running a thread inviting members to define insight in one word. It’s a global group and so a global perspective. Together people’s contributions paint quite an insightful picture of the insight ‘brand’…. … Continue reading →

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MAKING INSIGHT USEFUL

Posted on May 11, 2011 by Chris Baker

Insights drive business. If they don’t they’re not useful, and not ‘Insight’. All too often ‘Insight’ is just a rebranding of the Research Department or a way of glorifying any half-interesting observation about consumers, a brand, a marketplace or the … Continue reading →

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WHO NEEDS AN AGENCY?

Posted on April 26, 2011 by Chris Baker

Increasingly advertisers are assessing the benefits of taking their creative business in-house – most fashion houses do it, media businesses like Sky and the BBC do it for much of their output, Specsavers have done it with some success for … Continue reading →

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