As insight professionals, we know the inherent value of context – it can be the difference between false data interpretations and truly actionable insight; as such, it is crucial to understand the reasons why consumers behave as they do.
Most marketing professionals also know a fair bit about the value of context, but usually only so far in terms of aiming their campaigns at the right people through the right medium and at the right time. Contextual insights can vastly enhance marketing communications beyond these fundamental elements, and the marketing industry is starting to realise this, triggering a revolution in the pursuit of research.
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