One of our Insights Consultants

What initially attracted you to Lynxeye?

Lynxeye caught my eye as it felt like a different type of consultancy. I was intrigued by how Lynxeye focuses on purpose and merges the insights and strategy vision, as well as understanding human motivations and personifying brands.

What does an Insights Consultant do at Lynxeye?

Most Lynxeye client projects involve at least one Insights Consultant, sometimes several. In most projects I’ve been part of, the teams have also included Strategy Consultants, Designers, a Team Leader, and a Client Leader. There’s a lot of teamwork involved.

The majority of the insights work usually takes place either during the planning phase or at the very beginning of projects. However, we are very much part of the entire project, adding value from an insights perspective.

A core part of the role is to bridge the gap between the data and the strategy going forward. Common tasks for me include working with focus groups, analyzing data sets, client workshops, and doing client presentations. Additionally, Insights Consultants are responsible for managing contact with partners for data collection, who recruit people interested in participating in our research. Once we have a panel of people or a set of data, we are also responsible for quality checking everything to see if it is representative enough for the results to be reliable.

Do all Insights Consultants do the same work?

I’m a generalist who works with both quantitative (numerical data and statistical analysis) and qualitative (non-numerical data and open-ended responses) insights. However, some of my colleagues specialize in one or the other.

The role varies depending on specialization and sometimes aligns with individual interests or the specific needs of a client project. It can encompass a wide range of responsibilities, requiring adaptability in both approach and mindset to match each project’s scope.

What are the traits of a great Insights Consultant?

I would say that it is a must to be driven to understand people and consumers, as it is the core of our work. Regardless of the type of data you are working with at the moment, the goal is to gain insights about the client’s consumers' needs and wants.

To succeed in this role, you also must have an analytical mindset and know how to work with analytics and numbers. The work requires interpreting what the results really mean, and bridging the gap between data and real world implications, beyond spreadsheets.

Finally, being business-oriented is fundamental. We often present our insights to the client and need to be able to explain the results in the context of the client’s organization and customers.

Already a year at Lynxeye – why do you stay?

I find the people here are amazing in many ways. It is easy to work with colleagues of any level of seniority. No matter the role or years of experience, everyone is very approachable, which I appreciate. There is also much room for learning from others, no matter their area of expertise.

Another aspect is that you are very much given the freedom to decide how to drive your own work. Of course, there are ways of working and guidelines, but I am in charge of how I wish to look at my own data and can bring my own perspectives. Whenever I need help, there is a lot of guidance available from senior colleagues and skills leads.