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Pharma is increasingly recognising the importance of customer insight, but brand teams often struggle to find meaningful insights. As a result, insight generation is a frequent topic for marketing training at local, regional and global level.

In this article, published in December’s LTEN Focus on Training magazine, Fiona Hirst, Principle Training Consultant at Ashfield Insight & Performance, compares insight generation with being a detective. Using this analogy, she shows how to go about understanding not just the “what” and “who” of a customer’s behaviour, but importantly the “why”. Only when we understand the “why” of a customer’s behaviour do we have true insight into how we can change that behaviour to one that drives growth for our brand.

Click here to read the article in full.