Developing strong insights is only part of the job.
Communicating them clearly—and in a way that drives action—is just as important.
Too often, insights lose their impact because they are unclear, overly technical, or not grounded in what the audience actually needs.
An insight only matters if it’s understood and acted on.
Don’t Force an Insight
One of the most common mistakes is trying to manufacture insights when the data doesn’t support one.
If there isn’t a clear insight, say so.
It’s far more valuable to communicate:
- That additional data is needed
- That performance is inconclusive
- Or that more time is required to evaluate trends
Clients and stakeholders would rather hear a clear, honest assessment than a forced conclusion that doesn’t align with the business.
Be Specific About Ownership and Action
Clarity matters—not just in what you’re recommending, but in who is responsible for acting on it.
Avoid vague or collective language like:
- “we”
- “our”
- “us”
Instead, be explicit.
For example:
- Less effective:
“We recommend shifting our search dollars toward brand terms.” - More effective:
“AgencyX recommends that BrandX shifts search investment toward brand terms.”
Clear ownership leads to clearer execution.
Tailor Communication to Your Audience
Not everyone reading your insights has the same level of familiarity with retail media.
While agency and activation teams may understand technical metrics and acronyms, senior stakeholders often do not.
Before finalizing your insights, ask:
- Will this make sense to a senior merchandising or marketing leader?
- Are there terms that need to be clarified?
- Is the message accessible without losing depth?
Best practices include:
- Defining acronyms and technical terms (e.g., DPVR)
- Using simple, clear language wherever possible
- Including a glossary or appendix for reference
If your audience can’t understand the insight, they can’t act on it.
The Bottom Line
Strong insights are not just about analysis—they’re about communication.
They should be:
- Clear
- Intentional
- Actionable
- Tailored to the audience
The goal isn’t just to report what happened—it’s to make it easy for someone else to act on it.
Brands and teams that communicate insights effectively don’t just share information—they drive better decisions.