Insight gives you understanding and perspective.
Insight allows you to differentiate.
Insight enables you to proposition.
Insight drives creative marketing.
Insight can help you add value.
Insight can ensure you are able to charge more.
And some agencies can charge clients vast sums of money for it.
Think, who is best placed to give me insight into customers, their perceptions, motivations and brand choices? And who has the relationship and ability to ask these questions of your customer? Whether you choose the direct or indirect route, one thing is sure, it will effect the number of zeros assigned from your marketing budget that might be better spent elsewhere.
Original posted 14 Sept 2009. Image courtesy of 2minuteswith.com.