UNDERSTANDING INSIGHTS
For Charitie Dantis-Gayo, there’s no better way to understand what the insights function can do than sitting on the other side of the glass, hearing consumers talk about your brand. I’m not surprised by how AI has come up in terms of overarching digitization. But what is surprising is the lack of people wanting to engage with people again. Understanding that in a world of differences, the way you bring people together is to physically bring them together and better understand each other. When you’re in person, it’s easier to understand someone. You see them, meet them, understand who they are beyond just what they tell you on the surface. In the last six months, in terms of priorities , data visualization is high on the survey. Clearly, the communication of our insights is top of mind. That AI
assisted research is the second highest priority, that’s surprising because the world is open again. There’s nothing like leaving consumers in a room and seeing what they have to say. Remember that communication is also body language, facial expressions, posture, tone. All of that has quickly lost its space in the world of a pandemic and I have found it to be extremely valuable coming back. There’s no better way to understand what the insights function can do than sitting on the other side of the glass, and hearing people talk about your brand, company, products, and industry. AI is never going to do that. Respondents chose lack of control over activation of insights as a weakness . Across all of my experience, I think this comes from partners that think, “Thanks for the data. I’m good now.” You gave me what I needed. I can figure out how to take this further on my own. But I’m still an expert on the consumer, therefore I think I have a pretty good
“Part of what continues to be important is understanding human nature and how that’s changed and how people have changed fundamentally.”
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INSIGHTS SPEND & TRENDS REPORT 2023
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