Episode 59 - Insight with guest Helen Edwards

Episode #59. This episode is a technical skill on Insight. As marketers you may always be on the lookout for consumer insight, but how do you know you’ve got it and crucially, do you know what to do with it? Abby’s guest expert is Helen Edwards; columnist at Marketing Week, a marketing academic (PhD in Marketing, MBA London Business School), author, teaching Fellow at London Business School and Director of consultancy Passionbrand, having worked with brands for over 25 years. In this episode, Helen shares what is and isn’t true insight, the 4 characteristics of true insight and how/when you don’t always need a new one. Plus her career highs and lows and advice for marketers.