Observed behaviour tells you what your customers / consumers are doing, not why they are doing it.
To truly drive change and growth you need to know the why, the INSIGHT behind what they do.
A business insight is the WHY people do things and how to use it to drive growth.
Penta Insight generation and application, a proprietary methodology, unlocks insights and ensures a fully integrated 360° marketing strategy and plan to facilitate success. Penta Insight is a thorough, five step guide through the planning process; from uncovering and clarifying issues through to determining the relevant actions.