From Findings to Focus: Turning Marketing Insights Into Strategy

By Erin Armstrong, Founder & Principal Consultant, Armstrong & Co.

You’ve completed the analysis, surfaced valuable insights, and shared a presentation full of smart observations. But the real question is — what happens next?

Too often, organizations stop at “insights.” They review the findings, feel validated, and then move on to the next campaign or project without turning that knowledge into clear priorities. The result: more reports, less progress.

The Gap Between Insight and Action

Data and research can reveal extraordinary truths about your audiences — what motivates them, how they perceive your brand, and what influences their behavior. But unless those insights shape decisions about where to focus and how to invest, they remain unused potential.

At Armstrong & Co., we often see teams caught in this middle zone. They know more than ever before, yet the abundance of information makes it harder to decide what to do first. The key is to move beyond analysis and insight toward focus and activation.

From Analysis → Insight → Decision → Action

Turning findings into strategy starts with a simple but powerful sequence:

Analysis: Gather and interpret data to identify patterns and gaps.
Insight: Translate those patterns into meaningful understanding of why things are happening.
Decision: Prioritize what matters most to achieve organizational goals.
Action: Build and implement marketing strategies that deliver measurable impact.

It’s that third step — decision — where many organizations stall. That’s where having a strategic partner can help clarify direction and bridge the gap from research to reality.

Making It Real

For example, when a science museum conducted audience research, the findings revealed that people wanted to engage with science beyond the museum’s walls — anytime, anywhere. That insight led to the creation of a digital content platform featuring video series and podcasts designed to make science accessible 24/7. The initiative extended the brand’s reach, deepened audience connection, and reinforced the organization’s position as a trusted source for science learning — not just a place to visit, but a brand to engage with year-round.

In another case, consumer research for a leading healthcare company uncovered a powerful truth: people viewed the brand as the “gold standard” in health coverage. Rather than taking that perception for granted, the team built a campaign around it — one that celebrated employers who offered the plan as proof they truly valued their employees’ well-being. The message resonated with both audiences, driving significant increases in brand preference and trust while positioning the organization as a symbol of care and quality in a competitive marketplace.

These shifts didn’t happen because of the data alone. They happened because insights were turned into decisions, and decisions led to action.

Why It Matters

The organizations that achieve meaningful growth are those that connect research with strategy and execution. They use insights to sharpen focus, guide investment, and measure what truly moves the needle.

Because at the end of the day, data doesn’t drive change, decisions do.