From Insight to... Stratesight and Decision

This presentation was presented by Eugene Roytburg, Ph.D. Managing Partner of 4i, Inc. on webcast organized by Advertising Research Foundation on May 8, 2013.

We defined 4i Equation and Insight Law that stipulated that Decision (D) about how to maximize performance measure (Y) should be made by connecting Insights (I) developed based on fundamental relationships between input factors (X, consumer factors, market factors and business levers) and performance measure (Y).

Future insight development will leverage 4i Equation to develop a process rather than a project, where connected system of insights and fundamental knowledge will drive key decisions.