Some planners refer to themselves as customer insight researchers and the best marketing is often said to come from a great customer insight. But is a customer insight?

Some planners refer to themselves as customer insight researchers and the best marketing is often said to come from a great customer insight. But is a customer insight? Jeffre Jackson, former head of planning at W+K Amsterdam isn’t quite sure.

“But now, after years of pretending to be a planner, I’m finally prepared to admit that I’ve never really understood what an insight is.

“I imagine the gold standard for this kind of insight is something like, “Hip German mothers are meeting on particular subway lines in the middle of night for impromptu diaper changing parties.”

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