Transforming insight in 2021

Abstract

The COVID-19 pandemic has shone a spotlight on insight and analytics, with more executive interest in consumers and more focus on evidence-based decisionmaking. But does this mean that most organisations are insight-driven? The research suggests not; indeed, insight, analytics and research in most organisations remain fragmented and focused on tactical questions. The transformation of insight teams is the first step towards making organisations more insight-driven. To make this happen, this paper suggests a five-stage strategy: (1) identify value for the organisation; (2) drive change within the organisation; (3) lead insight strategy and people; (4) optimise impact through positioning and commerciality; and (5) accelerate the evolution of insight and then maintain momentum.