Customer & market insight
Hear the customer behind the brief.
The most useful campaign input may already be in a sales call, a review or a question your team hears every week. We help work out what it means for the message.
For teams with plenty of information, but no clear view of what the campaign should act on.
Discuss your next campaign01What people say
02What it might mean
03What to investigate
Founder, TaigeMedia
Start with what you have
Get customer knowledge out of separate conversations.
Sales understands objections. Customer support sees recurring friction. Marketing has campaign results. Those perspectives do not always reach the people writing the brief.
We review relevant material you can share with permission and look for concerns, language and buying situations that could shape the campaign. The aim is a useful decision, not a large research document with no next step.
Customer and sales material
Existing call recordings or notes, objections, enquiries, support themes and reviews can reveal how people describe the problem. We consider who the material represents and what it leaves out.
Category and competitor messages
Look at the claims buyers keep encountering, how competitors support them and where messages blur together. A competitor's claim is not evidence of what customers believe.
Campaign response
Review available creative, results and destination context with your team. Response can suggest where to investigate; it rarely explains the cause on its own.
Evidence has limits
A useful hypothesis is not a validated finding.
A recurring objection in a few calls can be a strong place to start. It does not establish how common that concern is across the market. Reviews can overrepresent unusually happy or unhappy customers. Sales notes can miss the customer's exact words.
We keep those limitations visible so a promising idea does not become a confident claim by the time it reaches a creative brief.
Observation
What the available source actually says or shows, with enough context to trace it back.
Interpretation
What that observation might mean for the buying decision, including plausible alternative explanations.
Hypothesis and next check
The message worth exploring and what evidence or test would strengthen or challenge it.
From material to a decision
Make the insight specific enough to brief.
We agree the campaign question first, then select sources that can help answer it. Looking at every available document is not always useful.
Depending on the scope, the handover can include an evidence summary, customer concerns and objections, a competitor-message review, a prioritised set of hypotheses and implications for the campaign.
Find the buying situation
Who is considering the offer, what prompts them to act and what is at stake? Avoid treating an entire customer base as one person.
Separate the concern from the wording
A phrase can make a good hook without explaining the underlying need. Keep the original language and the interpretation distinct.
Prioritise what can change the work
Choose the concerns that are relevant to the campaign, supported enough to explore and connected to a promise the business can keep.
Agree how to close the gaps
If existing evidence cannot answer the question, discuss further research or a campaign test. Interviews, surveys and other new research are not automatically included.
Illustrative analysis / not a client finding
“Easy to use” may be answering the wrong concern.
Imagine a business tool whose reviews praise its simplicity, while sales notes repeatedly mention concern about moving existing work into it.
The observation is that migration appears in the available sales notes. The hypothesis is that changeover risk may be holding some prospects back. Neither tells us how widespread the concern is.
A useful next step could be to examine more relevant conversations and the actual onboarding experience. If supported, the creative brief could ask for a concrete changeover demonstration, with accurate proof, rather than an unsupported promise of effortless switching.
How this fits
Research that gives the campaign somewhere to go.
Customer and market insight informs the wider campaign strategy. It helps choose the concern to address, the language to use and the proof a creative concept needs.
You keep control of sensitive material and access permissions. We agree what can be reviewed, how findings will be shared and which decisions the work should support. Client conversations do not become public case studies by default.
Start with the campaign in front of you
What does your team need to understand?
Bring the campaign question and an outline of the evidence you already have. We'll agree a useful research scope, its limitations and the handover before setting the fee and timing.
Discuss your next campaign