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Whilst innovation can come from completely new customer research, it's well worth considering fresh ways to re-invent the insight you already have. By combining new insight with existing initiatives, firms have the opportunity to create additional value, both to the business and its customers.
Although the concept of tribes in marketing has been around for more than a decade, they can hardly be described as mainstream. So what's the The Big Idea here? And should you encourage your organisation to embrace tribal marketing?
In our crowded world, businesses need to respond by planning ways to increase capacity. But this can take years to deliver via infrastructure. So, in the meantime, here's how firms can explore quickly where and why crowds form, along with a practical approach to reducing the problem.
In a world where pharmaceutical companies traditionally focus on patient compliance with their medication regimes, how would a patient-centric model pay for itself? And how would we recognise its existence in a drug company’s behaviour?