COMMUNITY INSIGHTS
For Karen Kraft, the ‘magic’ of insights explains the relatively low industry turnover and the unique skill sets that people in this community are known for.
Insights people are friendly and collaborative. Even direct competitors are having authentic conversations, sharing their problems and being open and honest with each other. It’s an interesting community and finding people that want to join is something that’s magical because this community is genuinely interested in and cares about others. Consumer insights teams are definitely having more influence on the business . Especially in the post- COVID world. We got a lot of influence during COVID and we’ve kept it. The fact that that’s 52% of respondents is good to see. Insights leaders have a diverse and dynamic skill set . A baseline for this industry is curiosity. Always wanting to understand the why,
“People find this work rewarding. You’re getting to do things that are genuinely interesting and especially tied with the increasing influence on business.”
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INSIGHTS SPEND & TRENDS REPORT 2023
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