This presentation shares ideas on the three essential elements of Insight development and gives some thoughts on the strengths and weaknesses of each. It was given at the Marketing & Communication Loft Event in Geneva, Switzerland on 10th June 2013.

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"The problem about making
predictions about the future is that
you have to be so bold and so
outrageous that people would never
believe you. If people do believe you,
your predictions would fail by
completely underestimating the world
of the future“
Arthur C Clarke
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"Humans grossly overestimate what
is going to happen in the short term
and completely underestimate what is
going to happen in the long term”
Dan Ariely
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26. HINDSIGHT
FORESIGHTHEARSIGHT
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28. 1 HINDSIGHT
• YESTERDAY
• METRICS
• MARKET
RESEARCH
• OUT-OF-DATE
2 HEARSIGHT
• TODAY
• OBSERVE,
LISTEN
• SOCIAL MEDIA
• UP-TO-DATE
3 FORESIGHT
• TOMORROW
• TRENDS
• SOCIAL
MEDIA
• SCENARIOS
• AHEAD-OF-
ANY-DATE
INSIGHT
CUSTOMER CENTRICITY
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