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Thoughts on everything that matters right now in marketing, communications, and insights.

Month: October 2024

The Fame Formula: Elevating Customer Insights with Hollywood’s Playbook Posted on October 9, 2024 by Lucy Davison

Our industry has leaned a little too heavily on storytelling to communicate customer insights to stakeholders and decision-makers. Now, there is nothing wrong with storytelling. It is a fantastic tool in many ways, but it lacks dimension. In insights, researchers typically use storytelling to report findings, deliver them, and move on. The customer‘s voice doesn’t infiltrate the organisation’s decision-making, and insights often go unused. Point and case, the 2023 UK Customer Satisfaction Index shows that customer satisfaction has been the

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