Noelle shared 4 main ways insights can be used for market research: developing products and services, competitive intelligence, understanding customers, and improving products and services. Below are highlights from Noelle’s crash course in best practices for conducting, optimizing, and utilizing customer insights. Billed as a realistic approach to insights gathering which any organization can implement, it was a crash course in best practices for conducting, optimizing, and utilizing customer insights in order to understand target audiences and better serve them in the long run. Gathering insights can provide the added bonus of functioning as a marketing touch point, Noelle related. Noelle advised to consider an audience composed of not just current members, but also past or lapsed members and future prospects, such as people who visited the website, made an inquiry, followed the space on social channels, or perhaps attended an event. Insights from aspirational customers can be particularly valuable. While old school methods such as phone calls can work, other tools may be deployed when trying to gather insights from larger populations.