Megan Averell

A great first impression.

That’s what I got when I first heard Megan Averell speak a few years ago at an AAF Seattle event. I was struck by her smarts and process of gaining audience insight as a strategist.

Megan is the founder of @The Insight Inn (https://theinsightinn.com), which provides clear, actionable strategy without “the word salad” (love that). With her agency background (McCann Worldgroup, DDB among others) and long experience with clients, Megan brings a unique ability to represent both client and agency perspectives in her research work. She’s a terrifically engaging person who draws out focus groups participants to unlock uncommon insights. In short, she’s easy to talk to. She also knows how to translate those insights into strategic recommendations, positioning, and actionable direction.

Our conversation at The Bounty in Wallingford was one of the most enlightening so far on the reconnect roadshow. A few highlights:

1) Clients don’t always trust a strategist who is with the agency. Are they objective? Are they skewing their recommendations toward a concept the agency likes? A third-party strategist offers expertise and objectivity that both sides benefit from.

2) Research participants are often surprised when Megan doesn’t ask if they like the creative. For her, it’s less about liking the ads and more about are the ads doing what they’re intended to do. I also found it fascinating that some clients use testing to determine their brand personality. In that case, the tested concepts might range widely in tone and voice. The most confident clients know their brand personality going in, so the ad concepts and messaging being tested can be more focused.

3) Being a freelance professional is a bit like surfing. You’re standing there in the water with your surfboard waiting for your wave to come in. Nothing’s happening. Waves are breaking all around you. Look at that guy over there, he just caught a big one. That gal right there, she’s killing it! WHERE’S MY WAVE?!? Relax. Be ready. Don’t turn your back on the ocean. There are endless waves out there and yours is on its way.

Bless you Megan. What a gift it was seeing you again. Congrats on all your success and thanks again for being part of my little listening tour.
#strategy #advertising #insights #successtory #firstimpressions#thankyou