“If content is king, then context is God”

You’re probably familiar with the Bill Gates quote “Content is king” and its evolution “If content is king, then context is God” from Gary Vaynerchuk. It’s a clear acknowledgement that whilst what you say is important, the context in which it is said is equally so.

Context is fundamental to our work and the many roles we play to deliver that work at Incite. We consider consumer context and design the right approach to capture data, the context the data points sit within to derive powerful insights, and the business context to advise clients on how to solve challenges and leverage opportunities.

So, how do we do that?

In our role as researchers

The difference between good and game-changing research starts with design. We think about the consumer context, not only who they are but where they are, and not just geographically. In real life, where are consumers when they interact with the client brand, product or service?

Our goal is to design a research environment that is as close to real life as possible – think in-home ethnography, in-store intercepts and on-the-go methodologies. Where this isn’t possible – in large scale surveys for example, we use context to prime consumers and put them in the right frame of mind to take part in the research. Getting the context right enables us to capture the best data possible for uncovering fresh insights.

In our role as interpreters of data

A single data point (numbers or quotes, whatever form the data takes) does not provide insight. Consider the well-known fact that compared to any other demographic group, Gen Z consume the most short-form content. Looking at this data point in isolation led many to assume that Gen Z have a short attention span and will only watch short form content, but this neglects the wider context. Examining user data from any popular streaming service will show that Gen Z, just like the rest of us, are more than happy to spend their weekend binging the latest boxset series. That doesn’t quite sit right with the assumption Gen Z have short attention spans, does it? Herein lies the power of data context.

To derive the right insight from data we use multiple sources, and layer in our knowledge and expertise of the consumer and industry sector. We then collide the data and viewpoints, interrogate and interpret to uncover the powerful insight our clients need to make those all-important decisions.

In our role as business consultants

No two businesses are actually the same, regardless of the industry in which they operate. This is one of the most important considerations to make and often acts as a starting point for any project we are tasked with. From the offset, we question the client question, making a point to understand the unique business context it sits within.

We ask clients targeted and pointed questions in briefing stages, involve client stakeholders in project kick off sessions, throughout the project and during our analysis phase. Using this context, we are able to best leverage the insights we uncover in the project and drive real action that clients can take forward.

These are just a few examples of how we use context to drive impact, it’s by no means exhaustive. But when clients come to us with their toughest strategic challenges, I can tell you that framing the answer within the appropriate context is almost always part of the end solution.

So, if you are grappling with a consumer challenge, get in touch, we’d love to know more.