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An introduction to insights at Pegasus

Evidence-based, insight-led campaigns are key to inspiring healthy decisions, explains Vanessa Slade, Researcher in our Strategy & Insights team.

Without truly understanding the way people behave today or what will change their behaviour in the future, we run the risk of creating a creative lottery – never really knowing which ideas, tactics or channels will work or why.

This means that to develop a strong strategy, we need to pull together a set of insights across market, brand and audience.

Insights come from interpreting data – so the better your data, the more accurate your insights. A real insight will get to the heart of ‘why’ and will ultimately inform how best to spend marketing budget in order to get the best return on investment.

Whilst there are often insights we can tap into from our desk, investing in primary research is an essential way to answer specific questions around current attitudes and behaviours. Here at Pegasus, we regularly commission primary research, such as qualitative individual-depth interviews (IDIs) and focus groups or quantitative online surveys, to address a wide range of research objectives and obtain insights into a client’s market, brand and audience. Below are some examples of the questions we can help you answer.

Market

  • What is happening in the market?
  • Where do we fit?
  • What does the competition look like?
  • How do our competitors talk about their products?
  • What is the opportunity for future growth?

Example studies: Market Understanding. Awareness, Trial and Usage (ATU)

Brand

  • Where is our brand positioned?
  • How can we differentiate versus our competitors?
  • How does our brand need to speak and behave?
  • How do consumers engage with and perceive our band?

Example studies: Product positioning. Ad Concept and Message testing. Branding, Logo and Packaging testing.

Audience

  • Who is our target audience? People already buying our product, buying in the category or newcomers?
  • Which brands appeal best to which segment?
  • Which segments are most profitable and therefore worth investing more in?
  • How do our audience think, feel and behave?
  • How do we change behaviour?
  • What are the barriers to behaviour change?

Example studies: Customer needs, behaviour and attitudes. Audience Segmentation.

If you are asking some of these questions and are interested in learning more about how to work with the Pegasus Insights team, or if you need some guidance in this area then drop me an email to find out more.

is a researcher in our Strategy & Insights team. She has worked in market research all her career and for the last five years has specialised in research in health.