Craig Elston is the Executive Vice President and Global Head of Insight and Strategy for the Integer Group. He has held various strategy positions across Integer, where he has worked since he moved to the US in 2006. Previously, he worked for TEQUILA\ in London as the Director of Customer Insight, and before that he held several positions in market research. He studied Business and Finance in his undergraduate career, then received his Masters in Marketing at Kingston University. He is also a graduate of the Omnicom Senior Management Program.
Craig Elston has the type of grit it takes to make a difference in the industry, so I got in touch with him to determine how his hard work has shown results in his position at Integer. Craig shared with me his own insight into the Insight Industry. First, he redefined some terminology that helped to shape our conversation.
“Most People Use the Term Insight Incorrectly”
What most people refer to as an insight, they actually mean a data point. It’s easy to find data points. Craig chooses to define insights as previously hidden truths.
“And that can come from the amalgamation of different sources and requires some strategic intuition to be able to uncover it. For us, it’s a creative process. It is about trying to find something which is there but hasn’t had a spotlight shined on it. It’s about connecting things in new ways to reveal something that was previously hidden about a brand, about consumers, or about a culture.”