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á
 


 

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How many of you think that applies to your business?

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Emotional
Benefits

  
 

]


  ]


 
Gunctional
Benefits
]

 ]



Attributes   


  V   

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Gor families with kids Gor male car enthusiasts



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An actionable insight is a deepV fact-

basedV understanding of customer
behavior and the motivations* which
drive itV which can be acted upon

* Motivations can include:

^ Attitudes
^ Beliefs / Values
^ Geelings
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÷nsights help you understand

motivations behind customer
preferences & behavior.

÷nsights help make your solution:

Relevant
Unique

 
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³÷
+ ³S÷HT

è



dimension B


dimension
« what¶s Ô side the « what¶s V
  ±
customer¶s mind which what customer is (or isn¶t)
can be acted upon ± doing as a result of causal
causal motivationV attitudeV psychological factors.
beliefV feeling.

Belief - if they look goodV Don¶t have their

their cholesterol levels will cholesterol checked and /
take care of themselves or don¶t persist in taking
with no risk of having a cholesterol-lowering
heart attack. medicines.

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ë  



ë  




å Data output from a research project

å A finding or a conclusion from research
å An individual¶s creative idea
å A campaign
å The research department
å Any insight that cannot be acted upon

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An actionable insight is
a deepV fact-based
understanding of
customer behavior and
the motivations which
drive it«
«which can be
turned into a value
proposition and
financial projectionV
to drive innovative
business actions.

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