THE INFLUENCE OF INSIGHTS
For Jennifer Avery, it’s the science of insights that wields a particular kind of power. But challenges remain in making the research resonate with the business. Survey results note that the biggest strengths within the insights functions are expanding influence and the unique skill set. I agree. There are many forms of data available to organizations today, and primary research data is a very particular kind of data. It’s not well understood. It’s not easily analyzed. So, I do think there is a very specific thing that primary research has to offer as a complement to other kinds of data that also help you understand consumers. It helps you influence the business. There’s a sort of magic about primary research that makes it uniquely interesting. I’m specifically talking about the science part of it. I’m a stickler for methodological purity and it’s not something that’s terribly prioritized in market research as a field. What are the biggest weaknesses within the insights function? Survey results say limited budget time and resources and lack of control over activation of insights. It doesn’t have to be that way, but it is. It’s
a cultural thing where insights functions are support functions. There’s a way you sort of compartmentalize those types into this space where the experts live.
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INSIGHTS SPEND & TRENDS REPORT 2023
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