BEYOND INSIGHTS
The insights function has to become more proactive and engaged, accelerating growth to meet the needs of a challenging business environment. The insights function is more active, more proactive, engaged, looking for innovation within methodologies, open to possibilities, spreading their wings beyond the function. It’s been a great accelerator to growth and how to optimize in a challenging environment while meeting organizational needs.
The level of uncertainty in the market has really pushed insights people beyond any other motivation that has existed before. Respondents selected ‘ a unique skill set as one of their biggest strengths.’ It could be that you’re a strong business partner, so you are operating beyond your insights function. This is not application or delivery of insights. There is an aspect of idea building, prototyping, positioning and so much more. That’s not usually the core strength of insights. That could be either in the innovation area or in the business
implementation area. People have the mindset, that’s not my area or I delivered my insights and my job is done. But the world is changing, functions are collapsing and people are required to do more. Lack of control of activation of insights is a top weakness in the survey. It’s true. We were pushed by a lot of our leaders to look
14
INSIGHTS SPEND & TRENDS REPORT 2023
Powered by FlippingBook