Consumer insight

The most common tools for collecting consumer insights – and why most teams don't have a tools gap, they have a coherence gap. How to join them up.

By Laura Gillespie

What is consumer perception and why does it matter? Brands compete on perception, not reality – the winner is the one customers believe is best.

By Laura Gillespie

What does a consumer insights manager do? Far more than research and reporting. The skills the job spec misses – and how the role is changing.

By Laura Gillespie

Why is consumer insight important for business? The revenue, risk and competitive case – and the ROI question that decides if it survives budget cuts

By Laura Gillespie

How AI is changing consumer insight – beyond the hype and the fear. What AI genuinely speeds up, and where human interpretation still wins.

By Laura Gillespie

What makes a great consumer insight? 'Insight' is marketing's most overused word – most aren't one. The tests that separate insight from a hot take.

By Laura Gillespie

How to present consumer insights so the room actually acts. Why rigorous findings change nothing – and how to structure, frame and craft the story.

By Laura Gillespie

Consumer insight vs market research: two different jobs, often confused – and it costs more than you'd think. How they differ, and why you need both.

By Laura Gillespie

How to build a consumer insight strategy that's actually a strategy – not a research plan in better packaging. Six steps from decision to system.

By Laura Gillespie

What is consumer insight and why does it matter? Every brand claims to be customer-led – most are guessing. The difference, and why it pays off.

By Laura Gillespie