“This is all part of the internalization of insights, where companies are finding it easier to internalize the function.”
innovation due to cost-cutting . It was more about transforming the insights function in the sense that we had a whole new consumer that we needed to understand. And how do we understand this new person with the limitations imposed by the pandemic? How do we do that with what we have at hand? Now we are reverting a bit more into developing new products because we probably see the opportunity to do so. Which solutions have the biggest priority ? Let’s focus on data visualization. Insights leaders are saying we just need to keep doing a better job of just making sure the business understands us. People working on insights need to understand who their client is and who they report to. Some people are just not data literate or statistics literate. They need to simplify and just be mindful of what they are providing. Data visualization definitely helps in that.
been trying to find a bit more clarity at ESOMAR on how to demonstrate the value of insights and the impact we have. That is also something our current Director General would like for us to study and assess more. I think that insights in the past did not focus so much on impacting the future. But once insights start assuming an increasingly guiding role, an advisory role, then you will start setting more on that table. And then, there will be better opportunities to activate and guide enterprise strategy. It’s relatively self-explanatory that data overload is a threat. It’s hard to process lots of data, and it doesn’t mean that the data is good. The more data you have, potentially, the more you would have to spend on making sure that the data is of sufficient quality to be usable. So that also contradicts speed. Everybody wants things faster, but you need to spend some time making sure that what you are getting in is appropriate and usable. The organization’s leader might say, I am
compromising quality over speed. It feels like they’re stuck between a rock and a hard place.
Xabier Palacio Senior Manager Intelligence Unit ESOMAR
During the pandemic, there was little development or
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