White Paper - Reinventing the insights function
Discover how to place insights teams at the heart of organizational strategy through 11 interviews with market research experts who shared their visions and advice with us.
"Interpreters", "voice of the consumer", "conductors", "business partners", "facilitators of collective intelligence"... These descriptors used by our interviewees to describe insights teams reveal their central role within companies.
However, in recent years, the place of this function has been "challenged" by various trends: acceleration of business decisions, explosion of available data volume, growing use of DIY research tools throughout the company, pressure on budgets, and more recently, the democratization of AI.
These developments raise very concrete questions within organizations:
• Is it logical to attach insights teams to the Marketing department?
• Should insights not always have their member on the COMEX of companies?
• Should they have an independent budget?
• How to collaborate with other teams, especially the data teams?
• What communication skills to integrate to make them shine?
• etc.
To shed light on these topics, we interviewed 11 experts from the function. Team organization, budget management, hierarchical attachment, profiles to recruit, training to provide, means to share insights... They shared their perspectives and gave their concrete advice to place insights at the heart of company organization in 2023.
Jérémy Lefebvre
CEO and co-founder of Episto
