GWI-创建消费者洞察.docxVIP

Table of Contents Introduction 03 What do we know about today’s consumers? What does this tell us? Chapter 1: The Changing Role of Insight 05 The data-driven present Research vs. insight The anatomy of an insight Chapter 2: The Steps that Matter 13 Creating a pen portrait Turning data into insight Chapter 3: Data vs. Information vs. Insight 19 Starting with data Asking the right questions Chapter 4: Telling Your Story 25 The big truths Shaping your brand to fit From insight to idea Conclusion 33 Creating consumer insight summary 2 3Introduction 3 Brands today have access to an