February 12-13, 2019

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How to Demonstrate the Value of Investing in Customer Insight

Room 4 | 11:30-12:00 | Tuesday, February 12, 2019

We will outline an initiative that ESOMAR set up in response to requests from internal client customer insight teams for guidance on how best to demonstrate the value of customer insight to stakeholders. The project was based on interviews with 18 customer insight industry leaders and a program of secondary analysis. The presentation will focus on three key findings:

  1. The strategic positioning of the internal customer insight team is a key condition of success.
  2. The most effective way to demonstrate the impact of insight is to focus on success case studies – with selected metrics.
  3. To stay relevant, customer insight teams need to gain access to all the data and become sense makers at the heart of understanding customer behavior.

The presentation will summarize the key differentiators as well as the key commonalities in facilitating an optimal insights function. We will review the multiple data sources we accessed for this study and discuss the role and definition of return on investment and how (and when) this criterion has relevance within the corporate insights function.

We will also review some of the subtle – yet KEY – changes in the characteristic of the modern insights professionals and the skills required to future-proof this function going forward as we develop increasingly effective machine-based support systems.

All in all, a presentation not to miss!

*This session is provided by ESOMAR.


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