The future of insights project 2016



Senior marketers and insights leaders share an aspiration for the insight function – it should play a strategic consultant role, challenging current thinking and proactively moving the business forward. The report identifies three practical steps to achieving this.

• Closer integration between insights and marketing teams, physically and organisationally.
• Broader adoption of new methodologies that create commercial advantage, and a spirit of open-minded exploration and experiment among those which show promise but whose commercial value is not yet proven.
• Seizing the opportunity to challenge stale thinking using the most up-to-date findings of marketing science about communications, branding, and consumer decision making.

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