Paul Laughlin, the founder of Laughlin Consultancy, has been published in Issue 2 of Volume 16 of the Journal of Direct, Data & Digital Marketing Practice published by the Institute of Direct & Digital Marketing.

His article provides a definition of Customer Insight and an overview of how to deliver more holistic customer insight. It is entitled, “Holistic Customer Insight as an Engine of Growth“:

Holistic customer insight as an engine of growth

‘Customer insight’ is one of those terms in the marketing lexicon that is particularly vulnerable to multiple interpretations or misinterpretation. Akin to ‘proposition’ (or marketing mix) – which some marketers treat as if it meant product while others use it as an alternative word for promotion – customer insight is in danger of meaning all things to all people.