The way we derive and define insights in the marketing world should keep up with changes in technology. Traditional market research is unlikely to do the job of providing a genuine interpretation of human behaviour – for this, brands need to get closer to consumers, stop asking them meaningless questions and start engaging them in conversations. At the recent Integrated Marketing Communication conference held in Midrand, founder of Have You Heard, Ryan McFadyen, explained that the challenge presented by traditional research is that the way it approaches and collects insights has not evolved at the same speed as technology. Insights, he said, are key, as they define where all marketing efforts will have an impact. Insights are more than observations or data, and to provide brand value they should not only be accurate but provide a deep understanding about a single individual or a group of people. Market research needs new head space to become more agile and experimental. Technologica...

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