Our Methodology
Whilst Insight can apply its own signature methodology for core advertising and branding analysis to our work (spanning brand strategy, marcoms activity and socio-cultural insights), our core business is bespoke, so most of our projects are individually tailored to suit a specific client need.
Therefore we use a range of flexible methodologies.
Insight projects typically employ both qualitative and quantitative approaches to our work, usually in combination, and we ensure that the methodology we apply to each brief best suits each client's objectives and thus maximises value.
As well as our own brand and creative analytical methodology, within the course of our work we often use a range of other established techniques, mapping and models ranging from Semiotics and Heylen's Segmentation to Mark & Pearson's Archetypes and Higgins Engagement Frameworks.
In addition to our internal analysis, our projects also often combine additional research - including:
- External expert opinion
- Focus groups
- Polling and questionnaires
- Vox pops
We also use our network of specialist partners to add additional services including in-store work, non traditional marcoms expertise and consumer trend insights.
Our analytical work typically builds upon our parent company Xtreme Information’s advertising, tracking and expenditure monitoring.
Xtreme Information monitors creative in more than 65 countries across a variety of media platforms (varying from market-to-market) - including:
- ATL: Cinema, TV, Radio, Outdoor & Press (Newspaper & Magazine)
- BTL: Direct
- Digital: Banners, blogs, search, social networks, virals, web & widgets etc
- Non Traditional Media: ambient, experiential, guerrilla & word of mouth etc
- Corporate communications & CSR
- Sponsorship
Spend data is produced by:
- TV & Press - rate cards, audience/impact figures and revenue data
- Internet - using Xtreme’s bespoke in-house system
