Getting To High Value Insights
Getting To High Value Insights

Gary Colton, Insights Manager, IPG Mediabrands

If you are like me then your inbox is probably filled with a glut of consumer insight reports, the latest marketing insights, the most important COVID-19 insights so far, and industry insights for adapting to the new normal. Insights has become the latest buzzword, and has led to a form of insight fatigue amongst many marketers and planners, where the useful, tangible action or information becomes lost in the nebulous blur of data intoxication.

Speaking to colleagues and marketing managers both in Ireland and globally, the Insights department in IPG Mediabrands Ireland drafted a new approach that aims to identify high value insights that lead to action.

“Insight without action is like a currency without a value. These unactioned insights might be interesting talking points but can sometimes lack tangible action that translates into growth. This led us to develop the Full Circle Approach that has been adapted for our audience work and client segmentations. We are moving beyond the bar chart, and rather than packaging data as insights, we are moving towards insights packaged as brand actions.”

The Full Circle Approach
The Full Circle Approach

A solution is often the end point of a process, but understanding is the starting point. Our approach to identifying and understanding this is called The Full Circle Approach. This is based on understanding consumers on a deeply human level. We achieve this by psychologizing data, by understanding the in-between, and connecting all the dots. This Approach applies two guiding principles: turn insights into actions, and aim to understand rather than simply problem-solve. We satisfy these principles by rooting our framework in Psychology and Behavioural Science.

The Full Circle Approach using learnings from Gestalt Psychology, Human-Centred Insight, and Behavioural Economics to create three new proprietary tools. These tools allow us to identify high value audience insights that we translate into clearly defined brand actions.

“This approach is not so much leading with the carrot or incentive-based tactics but more so leading with the candle illuminating a more meaningful, more intrinsic path to purchase rather than driving engagement and conversion through fleeting extrinsic tactics that often fail to create a long-lasting bond between brands and consumers”.

Human-centred Insight
Human-centred Insight

While product features and benefits are important decision-making variables and motivators, they lie outside the core human/consumer motivations. By integrating human-centred insight into our audience work, we can identify each audiences core motivations (Community, Meaning, Autonomy, Mastery, Culture, Esteem). These motivations are the building blocks of the meaning and value consumers ascribe to life events.

Understanding the salience of these particular motivations allows us to identify greater brand bonding opportunities. Using this concept of human-centred insight, we have built out a new proprietary tool called Motivation Finder which allows us to identify motivational salience among our audiences, ultimately leading to higher value insights.

Gestalt Psychology
Gestalt Psychology

The Full Circle framework also uses learnings from Gestalt Psychology, and accompanying thematic analysis which weaves singular data points into an overarching narratives. As the old adage goes in Gestalt psychology, the whole is greater than the sum of all its parts. By looking at the whole, we can identify the main themes that permeate throughout our audiences daily life.

These themes have a significant influence on the way consumers engage with the world, on the brands they choose, and the communities they belong to. IPG Mediabrands created two new tools to capture the essence of these themes, Social Identifier and Passion Pointer. These tools generate more meaningful insights into consumer behaviour, and help us identify clear connection points between brands and consumers.

Behavioural Science
Behavioural Science

Lastly, we fused learnings from Skinnerian Conditioning with Behavioural Economics to get to the root of consumer decision making. We explore how different audiences are likely to respond to framing, defaults, nudges, norms, and priming, which helps build a more scientific communications architecture.

Outcomes
Outcomes

The Full Circle Approach sees us moving away from a market research discipline, and more towards growth consultancy, producing less slides but higher value insights and brand actions. The output is designed around three strategic elements: performance marketing hooks, brand building actions, and product/service innovation. This allows us to create a media strategy that is more targeted, more relevant, and more engaging.

“There is no single key or formula to unlocking our audiences’ attention – however, using the Full Circle Approach, we can narrow down the number of keys from a couple of hundred to a handful”.

For more info please contact Gary Colton, Insights Manager IPG Mediabrands.

Gary Colton
Gary Colton
Insights Manager, IPG Mediabrands