{"id":217258,"date":"2022-02-22T06:36:04","date_gmt":"2022-02-22T04:36:04","guid":{"rendered":"https:\/\/mypr.co.za\/?p=113127"},"modified":"2022-02-22T06:36:04","modified_gmt":"2022-02-22T04:36:04","slug":"2022s-biggest-challenge-turning-knowledge-into-insights","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/2022s-biggest-challenge-turning-knowledge-into-insights\/","title":{"rendered":"2022\u2019s biggest challenge \u2013 turning knowledge into insights"},"content":{"rendered":"<aside class=\"scaip scaip-1 \">\n<aside id=\"republication_tracker_tool-2\" class=\"republication_tracker_tool clearfix\">\n<h5 class=\"adtitle\">Republish for Free<\/h5>\n<div class=\"license\">\n<p><button name=\"Republish This Story\" id=\"cc-btn\" class=\"republication-tracker-tool-button\">Republish This Story<\/button><\/p>\n<p><a class=\"license\" rel=\"noreferrer license noopener\" target=\"_blank\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/4.0\/\"><img decoding=\"async\" alt=\"Creative Commons License\" class=\"lazyload\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/02\/2022s-biggest-challenge-turning-knowledge-into-insights.png\"><\/a><\/p>\n<p><img decoding=\"async\" alt=\"Creative Commons License\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/02\/2022s-biggest-challenge-turning-knowledge-into-insights.png\"><\/div>\n<div class=\"message\">\n<p>Republish our articles for free, online or in print, under a Creative Commons license.<\/p>\n<\/div>\n<\/aside>\n<\/aside>\n<p>The ability to understand people and situations by extracting relevant consumer insights can give brands the critical edge when it comes to crafting their communication and deciding how to deliver this to their target audiences.<\/p>\n<p>For companies performing at the top of the industry, the use of marketing insights are not token efforts, they\u2019re embedded into the business and are acknowledged at every level of the creative process that makes every brand stand out.<\/p>\n<p>But how can strategists and their clients be sure the insights they are extracting are relevant, particularly given the marketing and business challenges and changes thrown up by the responses to the Covid pandemic.<\/p>\n<p>According to Boomtown\u2019s junior strategist, Karabo Mamabolo, the phrase \u2018turning knowledge into insights\u2019 is the key.<\/p>\n<p>\u201cThere\u2019s information, there\u2019s knowledge and there\u2019s insights,\u201d he says. \u201cSomeone explained it to me as follows. There are thousands of cars in a parking lot, and you assume there has to be more than one red one there \u2013 but you don\u2019t know for sure. That\u2019s information, the fact that the cars are there.<\/p>\n<p>\u201cThen you look for the red cars and you find them, that\u2019s knowledge for me \u2026 knowledge is knowing what you think you want to know and actually looking for it.<\/p>\n<p>\u201cAnd insight, insight is what you find when you critically examine that red car. Insight is the knowledge that comes after looking. So, during the looking for red cars and at red cars, maybe you will find things that you didn\u2019t know about who drives them and why, and that is insight,\u201d he says.<\/p>\n<p>In terms of Mamabolo\u2019s understanding of information, knowledge and insights, information is always there, but we don\u2019t pay attention to it. Only when we actually look for a specific piece of information and absorb it, does it become knowledge. And then there\u2019s a fine line between knowledge and insight, but there definitely is a line.<\/p>\n<p>He says this line is drawn by relevance, and this relevance is usually rooted in human truth. So, you can know a lot about red cars and a lot about the people who buy them and drive them but without knowing the human truth about why they drive them, you won\u2019t be able to communicate with them effectively.<\/p>\n<p>\u201cInsight is something you can use, it is knowledge that you can turn into a story, something creative you can use to showcase a certain narrative, something that enables you to talk in a way that is targeted and relevant,\u201d he explains further.<\/p>\n<p>\u201cYes, insights give us this ability to communicate with people without being blunt and bleak, and too broad about what we are trying to say. They help us to communicate in an elegant and effective way that compels our audience to act in line with the brand\u2019s objectives.\u201d<\/p>\n<p>Boomtown\u2019s strategists use immersion as one of their tools to gain insights, a process Mamabolo says involves placing yourself in the environment or ecosystem so that you are active in it and experience it from the inside out. It\u2019s the opposite of observation, he says, which is passive, involves no interaction and takes place from the outside in.<\/p>\n<p>\u201cBut, looking in from the outside does have a place in informing insight,\u201d he stresses. \u201cSometimes it is valuable to take a different angle or a different perspective to gain a truly holistic view.<\/p>\n<p>\u201cFor example, if I wanted to gain insights into the coffee drinking habits of a particular set of people, say the students at Stellenbosch University, I could visit all the coffee shops on campus and take notes on the coffee they drink there.<\/p>\n<p>\u201cBut I could also take a look at the data with respect to the kind of coffee they search for and read about online, as well as the sales data of what they actually purchase when they shop for groceries. And, I could engage with them in the coffee shop or the check-out queue and ask them why, when and how much they drink coffee.<\/p>\n<p>\u201cAll these activities will inform the cornerstone of the blueprint and innovation process, a lighthouse for what we should do next, and a catalyst for creating new value for our customers.\u201d<\/p>\n<p>But arriving at a compelling insight requires more than just immersion. Brands, brand managers and their agencies need to have a clear understanding of the target audience. This understanding is informed at Boomtown by clear definition of the marketing objectives, high quality behavioural analysis and predictive analytics, and a desire to activate the voice of the consumer.<\/p>\n<p>\u201c\u201cIt\u2019s not having the information that\u2019s important, it\u2019s what you do with it. And here it pays to work in a team,\u201d says Mamabolo. \u201cDifferent minds \u2013 strategic, creative, logical, results-focussed \u2013 interpret knowledge differently.<\/p>\n<p>\u201cOften, having a graphic designer sit alongside you to sketch a visual portrayal while you talk through the information and knowledge is the key. Other times, a copywriter will just jot down a simple version of the insight or the knowledge, and that is sufficient to set the team down the path of a great campaign that solves the client\u2019s business challenges.\u201d<\/p>\n<p><a href=\"http:\/\/mypr.co.za\/contact\/featured\/\">CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n<div class=\"entry-pagination pagination\">Pages: <span class=\"post-page-numbers current\"><span class=\"screen-reader-text\">Page <\/span>1<\/span> <a href=\"https:\/\/mypr.co.za\/2022s-biggest-challenge-turning-knowledge-into-insights\/2\/\" class=\"post-page-numbers\"><span class=\"screen-reader-text\">Page <\/span>2<\/a><\/div>\n<p><a href=\"https:\/\/mypr.co.za\">Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Republish for Free Republish This Story Republish our articles for free, online or in print, under a Creative Commons license. The ability to understand people and situations by extracting relevant consumer insights can give brands the critical edge when it comes to crafting their communication and deciding how to deliver this to their target audiences. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":217259,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-217258","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/02\/2022s-biggest-challenge-turning-knowledge-into-insights.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/217258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=217258"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/217258\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/217259"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=217258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=217258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=217258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}