Amy takes the expert point of view on today’s conversation having been an insight manager in chilled foods and we break down how the understanding of insight can be overlooked through either fear or misrepresentation.
For example, could the reason for a drop in sales of ready meals during lockdown be because people were to fearful of going shopping or can we unravel it further to the true human emotional reason of us just wanting to cook for ourselves because we had more time at home than our once busy and hectic lives that suited a ready meal so aptly.
We discuss how everyone is accountable for making sure that consumer insight is at the heart of all decisions taken, especially with NPD and new propositions; and how it is the responsibility of both Insight and NPD leaders to make sure these two work in harmony. We both admit how we really struggled to understand the difference between data and insight earlier in our careers and what we wish we had known sooner
If you found this episode then we recommend you take a listen back to Episode 8 all about filling your innovation tank up as this links very closely with insight, listen to it HERE
As ever, we invite more depth to this conversation in our facebook community. Come over and join us by following this link: https://www.facebook.com/groups/ohforfoodsake
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