Explore the Role of Insights and Insight-Driven Communication Within Strategy Processes: A Study of Swedish Communication Agencies
(2024) SKOM12 20241Department of Strategic Communication
- Abstract
- In recent years, Swedish communication agencies have increasingly emphasized the value of insight-driven communication for strategic processes. Advocates argue that this methodology enhances creative potential, more accurate target audiences, and improves various organizational functions. Despite some attention in strategic communication research on topics such as data-driven approaches and the strategic role of consultants, the specific phrasing of insightdriven communication has remained underexplored. Insight-driven communication explicitly focuses on the role of insights as the foundational element in strategy formulation and execution, unlike broader terminologies that see insights as part of various processes. This study aims to... (More)
- In recent years, Swedish communication agencies have increasingly emphasized the value of insight-driven communication for strategic processes. Advocates argue that this methodology enhances creative potential, more accurate target audiences, and improves various organizational functions. Despite some attention in strategic communication research on topics such as data-driven approaches and the strategic role of consultants, the specific phrasing of insightdriven communication has remained underexplored. Insight-driven communication explicitly focuses on the role of insights as the foundational element in strategy formulation and execution, unlike broader terminologies that see insights as part of various processes. This study aims to address this interest by investigating the role of insights from an agency perspective within the context of insight-driven communication for strategic work processes. Grounded in a social constructivist approach, this study draws on Sensemaking and Strategy-as-Practice theories. Sensemaking theory explains how communication consultants interpret and give
meaning to raw data, transforming it into actionable insights. Meanwhile, Strategy-as-Practice theory offers a lens through which to view the activities, processes and practices that constitutes strategic work within communication agencies. The empirical material consists of nine semi-structured interviews with communication consultants from various agencies, providing a source of qualitative data, capturing the diverse perspectives and experiences. The findings indicates that insights are important for developing targeted and effective communication
strategies. Consultants emphasized that insights offers a deep understanding of consumer behaviors and motivations enabling companies to tailor their strategies more effectively. This tailored approach enhances the relevance and impact of communication efforts, driving better client outcomes. Insights do also serve as a crucial foundation for creative ideation and innovation, guiding the development of compelling narratives and campaigns. The study underscores the critical role of insights in guiding strategic communication decisions and highlights the importance of adopting an insight-driven approach in today’s competitive landscape. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9173537
- author
- Persson, Matilda LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Insights, Insight-Driven Communication, Communication Consultants, Strategy-as-Practice, Sensemaking
- language
- English
- id
- 9173537
- date added to LUP
- 2024-09-05 12:52:42
- date last changed
- 2024-09-05 12:52:42
@misc{9173537,
abstract = {{In recent years, Swedish communication agencies have increasingly emphasized the value of insight-driven communication for strategic processes. Advocates argue that this methodology enhances creative potential, more accurate target audiences, and improves various organizational functions. Despite some attention in strategic communication research on topics such as data-driven approaches and the strategic role of consultants, the specific phrasing of insightdriven communication has remained underexplored. Insight-driven communication explicitly focuses on the role of insights as the foundational element in strategy formulation and execution, unlike broader terminologies that see insights as part of various processes. This study aims to address this interest by investigating the role of insights from an agency perspective within the context of insight-driven communication for strategic work processes. Grounded in a social constructivist approach, this study draws on Sensemaking and Strategy-as-Practice theories. Sensemaking theory explains how communication consultants interpret and give
meaning to raw data, transforming it into actionable insights. Meanwhile, Strategy-as-Practice theory offers a lens through which to view the activities, processes and practices that constitutes strategic work within communication agencies. The empirical material consists of nine semi-structured interviews with communication consultants from various agencies, providing a source of qualitative data, capturing the diverse perspectives and experiences. The findings indicates that insights are important for developing targeted and effective communication
strategies. Consultants emphasized that insights offers a deep understanding of consumer behaviors and motivations enabling companies to tailor their strategies more effectively. This tailored approach enhances the relevance and impact of communication efforts, driving better client outcomes. Insights do also serve as a crucial foundation for creative ideation and innovation, guiding the development of compelling narratives and campaigns. The study underscores the critical role of insights in guiding strategic communication decisions and highlights the importance of adopting an insight-driven approach in today’s competitive landscape.}},
author = {{Persson, Matilda}},
language = {{eng}},
note = {{Student Paper}},
title = {{Explore the Role of Insights and Insight-Driven Communication Within Strategy Processes: A Study of Swedish Communication Agencies}},
year = {{2024}},
}