6 Hidden Drivers of MSL Insights Excellence

“When I see our insights in the brand plan, it fills me with pride,” the country lead shared during our insights workshop series. “If we don’t share insights, we are blind.” His words stuck with us, and his sentiment captured the essence of what effective MSL insights should achieve: genuine, strategic impact.

In an insights training series with 100 MSLs across 20 workshops, we expected to hear the usual challenges about gathering insights (what an insight actually is and KOL access). But what emerged was much juicier. Instead, we dug deep into the nuances of what makes insights work (and what doesn’t). Through 20 hands-on workshops filled with candid discussions, we uncovered 6 hidden drivers of MSL insights excellence that separate high-performing MSL teams from the rest. Let’s dive in.