Consumer Insights have evolved from an intuitive, gut-based, “trust me” kind of discipline to a data-led, rational and programmatic one. It’s a welcome development, but there’s also a problem … Big Data has been hijacked by incrementality. It’s being used primarily in analyzing what is happening, in order to do “more of this” or “less of that”, but is not helping marketers understand the why: why something works, why it behaves the way it does, & why some brands become superstars while others wither away (click-to-tweet).
In other words, we are stopping short of discovering the causes for causality.
Here are two critical reasons why this story must be told: