Outside in: Using principles of external creative communications for internal insight deployment

This paper argues that market researchers wanting to spread and engage their organisations internally with the findings and implications of their consumer insight research should learn from well-established principles of consumer brand-building and marketing communications.

Outside in: Using principles of external creative communications for internal insight deployment

Teresa Kalyan, John Robson and Jo Lowndes Nokia and Sparkler, UK

INTRODUCTION

In a 2011 world of silo-ed operational units, global and local matrices, PowerPoint exhaustion and overactive email accounts, getting your work to cut through is increasingly difficult to achieve. Yet effective dissemination of insight is increasingl