How Unusual, Stand-Out Insights Offer Clues Into Audience Preferences

Sometimes the best way to market is not even on a brand's radar

Sometimes the insights you aren't prioritizing are the ones that offer the most value. Getty Images

As brands compete for consumer dollars, they’re constantly looking for growth strategies that can help them win a larger share of the market. For many brands, the best growth opportunities may actually fall outside of their core market, with new use cases for their product or an audience sitting in the brand manager’s blind spot.

Melinda Han Williams is the chief data scientist at Dstillery.