birth of an insight
This is the second in a new cartoon series I developed with Motista to parody the state of traditional market research. To celebrate the launch, Motista is giving away a signed print of this cartoon to everyone who shares a comment or suggests a cartoon idea at the Motista blog.
I’ve certainly experienced the wonky evolution of consumer insights between what we hear in focus groups, what we say to ourselves, and what we ultimately create for the consumer.
Motista co-founder Alan Zorfas riffs on this topic and the resulting “crisis of credibility” for marketers. It includes this nugget:
“Insights are plentiful and cheap. Finding out which ones matter is the trick.”