• corporations are investing millions into uncovering consumer insights. however, these insights are not having the impact they should. the problem lies not only in how the insights are being uncovered, but also in how they are being communicated.
  • current research methods, including ethnography, are surprisingly inadequate when it comes to generating and, especially, communicating insights. too often valuable insights lie buried in lethargic powerpoint presentations, one-dimensional quantitive data, or sterile ethnographic videos.
  • this is why dig exists.