EDITOR’S PERSPECTIVE INSIGHTS & INNOVATION OUTLOOK
Participants mention geopolitical events, economic instability, and the impact of global wars. There is a recognition of the need to navigate challenges such as inflation, supply chain issues, and changing consumer behaviors. The presidential election year is also looming as a catalyst of change. Understanding consumer needs and building trust emerge as critical themes. Participants highlight the role of insights professionals in helping companies navigate uncertainties, make informed decisions, and determine where growth opportunities lie. Trust is identified as a key factor, especially in times of vulnerability, and foundational research on brands is considered essential for regaining a voice and connecting with consumers. But throughout, while identifying challenges and uncertainties, there is an undercurrent of optimism. Some express positivity about overcoming the impacts of the pandemic, returning to a more normal cadence, and seeing upticks in optimism from clients. The resilient nature of insights and innovation is emphasized, as is their ability to adapt to turbulent conditions, suggesting a proactive, focused and forward-looking approach. We’d like to take a moment to thank all of our contributors to the Insights & Innovation Outlook. Thank you for participating and sharing your valuable insights and viewpoints on 2024, and beyond.
STAYING FOCUSED When compiling this Insights & Innovation Outlook, several themes came to the forefront, regardless of profession, executive title or company. When looking ahead at 2024, while there still might be uncertainties, the future is coming into more focus, and our contributors are ready to roll up their sleeves and tackle the work that needs to be done. Our contributors are assessing key themes, such as the transformative role of AI, the importance of innovation and adaptability, the influence of global dynamics, the centrality of consumer insights and trust, and an overall sense of cautious optimism and resilience in the face of uncertainties. There is a prevalent focus on the evolving role of AI and technology. Participants discuss the transformative impact of AI on various industries, highlighting its supporting role in content creation, insights generation, and decision-making. There is an acknowledgment of the need to strategically incorporate and scale technology, with an emphasis on evaluating AI capabilities and navigating the distinctions between augmented and artificial intelligence. Meanwhile, there is also an acknowledgement of innovation and adaptability in the face of new challenges. Participants express the need to experiment, scale what works, and reconstruct new ways of working. The emphasis is on using technology to drive innovation, streamline processes, and bring breakthrough ideas to market. Resilience and comfort with ambiguity are identified as essential skills for navigating the changing landscape.
Matt Kramer Digital Editor All Things Insights & All Things Innovation
The global and societal context plays a significant role in shaping outlooks.
4 INSIGHTS & INNOVATION OUTLOOK H1 2024
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