As much as we value excellent research, it simply is not enough. Insight must be actionable. Key take-away points include:
--Developing practical strategies to ensure, monitor, and measure insight adoption
--Understanding how your end-users make decisions
--Framing and positioning your insights for the greatest impact
Whether you are a client-side manager or an agency researcher, it is only when your insights directly impact the decisions taken by marketers that the true value of your work is realized. Use Andrew’s new frameworks and techniques to make your insights stick; for innovation and for impact.