9 key insight categories in the client discovery process

Using different insights tools to build understanding of the opportunities for an agency to create value for a client In a previous article, I defined and explained the need for marketing agencies and consultants to develop a robust Discovery process when they start working with new clients or on new market pitches or projects. In the second part of the article I’ve broken them down the discovery process into nine distinct activities covering different insights sources, focusing on those needed for a digital or multichannel marketing projects. Exactly who undertakes these will depend on your agency or team size, individual experience and skill sets. You will need to make a call on both the depth and breadth of discovery undertaken depending on the size of the opportunity / potential impact on the client business in the long run as mentioned in the previous article. But you aren’t the only one who should be discovering. You create value for your clients by helping them discover thi


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