IMPACTFUL INSIGHTS
For Cory Lommel, while the ways to identify insight continue to expand, ultimately it’s relationships and business knowledge that enable insights professionals to positively impact the business. I’m happy to see the results prioritize a few key themes. There is a focus on innovation coming out of the pandemic. Respondents want to have a broader impact on the organization, which is good and we should. They’re talking about agile tools and how to do things more efficiently. A strength for respondents is working across departments. This is connected to expanding influence on the business. The way to do that is to work across departments. Most insights people are not leading the business, and so if you want to have influence, you need to establish partnerships outside of our function. The insights function is evolving. We can’t just be insights people, we also have to be business savvy so we know how the insights can be applied to positively impact the business. Take control, be a part of it.
strategy. My team puts an emphasis on influencing strategy. For example, I want each of my team members every year to do at least one or two foundational or strategic studies. The intent is to have an impact on strategy. A lot of work we do is very specific about a new product, brand or communication tactic. That is certainly important but having an impact on enterprise strategy is also an important aspect of what we do. Unifying insights, data and analytics is interesting as a current area of focus . We have an analytics team that’s separate from what my team does in primary research and we’re always trying to understand how we can partner better. The analytics team is helping to understand the what’s and our team can
In terms of biggest opportunities , respondents selected guide enterprise
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INSIGHTS SPEND & TRENDS REPORT 2023
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