2. What do we know about Waterloo?
2
• Battle fought exactly 200 years
ago...at Waterloo
• Between the English and the
French
• Great victory for the Duke of
Wellington
• Napoleon’s epic defeat
• Or was Wellington’s greatest
success in the PR battle?
3. The battle for the executive’s mind
3
• Insight exists to generate business intelligence that can
drive change
• Whether it is effective rests not just on great research
and clever analysis...
• ...but on whether findings can be combined, categorised,
managed, simplified and communicated to embed
knowledge
4. The battle for the executive’s mind
4
Who knows what?
When do they know it?
How relevant does it seem to the decision to be taken?
How strongly do they believe it?
How much value do they place on that knowledge?
5. Understand the strength of your army
5
• The biggest decisions need to draw on intelligence from
many sources
• Manage your knowledge asset – the accumulated
knowledge drawn from everything you know
• Put it into an appropriate framework
• Identify the killer facts – and the half-truths and misleading
outliers
6. Deploy your troops to maximum effect
6
What is you content?
Who are your audiences?
Which are your key channels?
Insight Hub, Insight Daily News, Insight TV
Key segments, their value, & their dilemmas
7. Help company to invest in insight
7
• Does your organisation – or your client – see insight as
a cost or an investment?
• If there’s no measurable return, then in practice it’s a
cost
• And that has all sorts of implications for budget,
headcount, the value placed on it in decisions, and for
the people responsible for it
10. To embed customer knowledge and drive
smarter decisions...
10
• Know which battle you are fighting, and understand
your strengths and weaknesses
• Develop and deploy your capability to maximum effect
• Encourage company executives, insight teams and
agencies to value customer knowledge by calculating a
Return on Analysis and Research
