The nine steps to best practice customer insight

Nigel Grimes lists the key components of best practice insight, from strategic alignment to integration. Is your organisation executing them all?

Have you ever found yourself at a party trying to explain what you do for a living? It was fairly easy until I moved into insight. Even people I worked with thought that it meant that my team should have a continuous flow of ‘eureka’ moments to make everything better – I’ve had a few in my time, but if only it were so simple. Some people might have come across some of the more formal definitions of insight, such as: "a deeply embedded set of knowledge to help structure thinking, planning and decision making"; "a penetrating discovery about what motivates human behaviour that can be used to drive growth"; "voyage of discovery"!

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