35 INSIGHTS
SPEND & TRENDS REPORT
“Organizations that are really focused on understanding and listening to their marketplaces are the ones that will be growing.”
We are seeing a lot of data overload actually coming from internal data sources, as well as new external sources, and with this there is a greater challenge with quality of data. There’s an inherent cautiousness around quality of data both internal and external. Ultimately, it’s about making sense of the data, organizing it and working out how to analyze it effectively. The overall response showcasing an increase in budget was probably higher than I expected, but positive, I think it reflects the growth in the industry and also the importance of the function within an organization. So that’s exciting. The other parts probably confirm what we’ve seen in our own research and reinforcement that the work we’re doing to develop tools that allow researchers to be more efficient
and unlock insights more easily out of new and different data sources. This confirms that we’re on the right path, which is equally as exciting.
Kathryn Topp CEO Yabble
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