the Insight Inn

“If you don’t understand people, you don’t understand business” – Simon Sinek

“If you don’t understand people, you don’t understand business” - Simon Sinek

Strategic Consultation | Consumer Research | Speaking & Writing

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It’s a simple premise: business decisions get better with knowledge about people at the center.

The Insight Inn offers consumer research with sound strategic backing, discovering new insights for companies that are articulated in a common-sense manner.

CONSUMER RESEARCH

The idiom is “perception is reality”: and it truly is. Uncovering perceptions out in the world, why they formed, and learning about the people behind them drives the Insight Inn, and helps companies understand people on a whole new level.

The Insight Inn has a different approach to designing and conducting research. Because emotions rule human behavior, The Insight Inn designs research to uncover what truly motivates people, energizes them, and moves them on an emotive level.

Traditional research firms often provide an ‘ask-and-answer’ approach to research, but this produces rational responses and uninspired learning. On the other hand, The Insight Inn ensures these powerful drivers of behavior are the basis of research design and implementation, because whether undertaking qualitative or quantitative research, the “why” is what really matters for action.

STRATEGY

It’s rare to find a dyed-in-the-wool researcher who has ever been on the side of implementing. The Insight Inn has a decade of experience as a brand strategist prior to beginning this research practice: meaning from research design to fieldwork, there’s always an eye forward to ‘so what?’.

Companies often frame the world from a company-centric point-of-view; viewing the world from their particular product or service outward. Re-framing this isn’t easy, The Insight Inn’s strategy background helps companies see their own products and services the way people do, by using clear strategic language.

The Insight Inn eliminates company jargon and marketing-speak from our conversations and documents to ensure that business decisions remain grounded in the way consumers talk. Simplicity in craft goes a long way, and deploying the critical thinking of a strategist, The Insight Inn knows the virtues of concision.

This very different approach will produce fascinating learnings that inspire focused business strategies, ensuring your consumer insights are readily USED… rather than relegated to a drawer.

Got a business problem you’re chewing on? Reach out HERE to get connected.

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May 29, 2024

It seems everyone is writing about the ‘death’ of design thinking lately. Business publications have worked themselves into overdrive to write the epitaph for design thinking as a practice, spurred by companies like IDEO coming down to earth after their meteoric rise over the last decade. Like most things, the reasons for the downfall of … More Why “Design Thinking” Might Have Been a Victim of Poorly-Executed Research

For the Love of All That is Human, Stop Using the Word ‘Human’ in your Marketing

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Is it just me, or is marketing using the word “human” everywhere right now? To my eyes and ears, it seems every product and service is being marketed as “human-powered,” “human-centric,” or “designed to be human” or “a more human way to…” or “a human-first approach” or perhaps the most fraught, “for humans”— (who else … More For the Love of All That is Human, Stop Using the Word ‘Human’ in your Marketing

Why Businesses Who Claim They “Know Their Customer”… Can’t Unless They Actually Speak to Them

April 19, 2024

I hear this one a lot. When talking to clients who are thinking of undertaking qualitative research, I often will hear a high-level executive make this statement (in a somewhat dismissive and definitive tone): “But we already KNOW our customer.” When I hear this said, it’s a doozy. Because of course, there’s literally no rejoinder … More Why Businesses Who Claim They “Know Their Customer”… Can’t Unless They Actually Speak to Them