Insight into Jack Trytten
President, Insight Direction, Inc.
You Have to Know the Customer
One of the great insights to gain popular acceptance during the TQM era
was that a company's only sustainable advantage was their intimate
knowledge of the customer. In Jack's 30 years of marketing experience, he
has seen the importance of intimate customer knowledge across a wide
variety of clients and industries: Kraft, Ingersoll-Rand, Budget Rent a
Car, Illinois Tool Works, Ocean Spray, Amoco and many others. This was
true for all of them. Yet, too many managers try to develop market
strategy, whether for new or existing products, with only sketchy customer
knowledge. They are bound to fail.
Insight Direction Brings Unique Skills
Solid strategy must be based on an intimate understanding of the emotional
drivers of the purchase. But most market research tries to provide
rational answers through surveys and focus groups. These tools have their
places. They can tell you how many and where. What they can't tell you is
"When I started Insight Direction, I wanted to bring our unique approach
to understanding the market. Our process delves beyond the usual
discussion of features and benefits to uncover the emotional drivers of
the purchase decision."
Dramatic Growth from Current Products
As ad agencies bring in new accounts, they would rethink the approach.
However, they would usually fail to fully understand the dynamics of the
purchase decision. Jack brought an intimate understanding to the new
accounts at McCann and BBDS, often with remarkable results. "When we based
the restaging of brands based on the insights from our process, the usual
result was growth at a rate of 3 to 4 times faster than in the past.
Knowing why people make their decisions provides a much clearer direction
for building a more powerful marketing effort."
Reducing the Risk Inherent with New Products
Many companies back away from the tremendous growth offered with new
product development due to the high likelihood of failure. The largest
cause of failure is from not understanding the true drivers of a purchase
decision. Frustrated with available research techniques, Jack worked with
psychologists and other clinicians to develop a research methodology that
would clearly identify the likelihood of purchase along with the reasons
why. "We have worked with a wide variety of products and services and our
clients have achieved a remarkable level of success."