The struggle for strategy
Most of us would like to think that insights are absolutely vital to our organisation. That we play a key role in shaping decisions. The reality is though that there is still a sizeable gap where insight lives inside a few teams, but not the whole organisation. Where the full commercial impact of insight is not recorded. Where research is still seen as a ‘gopher’ gathering information and not as a guiding force, key to strategy.
Insight teams need to understand the value exchange going on in their organisation and build from there. By assessing the impact of projects which included insight, and those which did not, it becomes easier to demonstrate the value of the work you’re doing. While tracking impact may seem like an layer of admin and increase your workload, without it, its difficult to show your importance.
Good stakeholder management and strong communication are also vital in reinforcing the value of insight. There is more than one way to skin a cat and insights professionals need to create rich outputs and interesting stories to truly capture interest. Whether this is animated videos, interactive websites or just a solid excel spreadsheet, knowing the info that different stakeholders need and presenting it nicely, is as important today as ever.