Zappi conducted research with the AMA to uncover the current state of connected insights and the insights function. Read the article to discover our key findings.
As businesses and organizations gather vast amounts of data from diverse sources, the ability to integrate and interpret this information holistically becomes a critical competitive advantage.
By connecting their insights in a systematized way, businesses can make smarter decisions, drive better advertising and innovation and enhance customer experiences.
But what does this actually look like across organizations today? To find out, Zappi conducted research with the American Marketing Association (AMA) to uncover the current state of connected insights and the insights function. Read on to discover a summary of our key findings.
1. The work insights teams do has an important business impact
While insights professionals have traditionally struggled to get a “seat at the table” for major decisions that drive major business impact, our research indicates that insights teams are viewed more favorably than ever before by organizations, with half stating that their insights function is viewed as a strategic partner.
We also see high satisfaction of both the insights function and the relationship between insights and marketing. Most importantly, the majority of respondents agree that consumer insights are “massively influential” over business decision making at their companies.
However, it’s worth noting that 1 in 5 still report that the insights team at their organization is viewed as an “order taker,” indicating that there is certainly still room to improve how insights operate with their stakeholders and how they are viewed.
2. Insights functions are connecting consumer data
While technology is commonly used by insights functions to generate consumer insights, the majority of respondents said their consumer insights projects are not yet handled systematically.
Instead, they either use separate tools and programs or carry out projects ad hoc, with a combination of different vendors and technologies.
When asked what the blockers were for using a connected insights system, respondents listed budget constraints, disconnected data and time constraints as the biggest.
However, even with these blockers, we found that insights professionals are more likely to state that their insights are already systematized when compared to marketing and product/brand teams.
3. Systematization and connected insights drive satisfaction with insights teams
Most companies have yet to systematize their insights, but our data shows that when systematized and connected, this is a key driver for high satisfaction from both a team and project perspective.
Here’s what respondents felt from a project perspective:
Here’s what respondents felt from a team perspective:
This has massive implications for insights teams, from how they approach consumer data to how they approach their day-to-day and more. It is also a clear indication of the benefits of connecting insights from a business decision-making standpoint.
The more connected insights are, the easier it is for businesses to make informed decisions.
4. Insights teams are more likely than marketers to be driving the AI agenda
The rise of AI often stirs fears about technology taking over jobs, as machines become capable of performing tasks traditionally done by humans. However, while AI does have the potential to disrupt certain job markets, embracing it can bring substantial benefits.
While most respondents agreed that AI is an important tool for leveraging consumer data, insights teams were recorded as being more willing to lean into AI and have a greater understanding of its importance overall.
This indicates an openness within the function to embrace new technologies and ways of working, as well as a certain fearlessness to their approach — something brands need in their corner in order to succeed.
Final thoughts
This study from Zappi and the American Marketing Association is the largest known sample of respondents of any similar insights maturity study conducted since Boston Consulting Group’s original research in 2009.
From our research, we conclude that systematizing insights, and driving insights maturity more generally, is not only an important and growing trend, but rather a business imperative. Companies that fail to improve their insights maturity may ultimately fail to drive consumer centricity and run the risk of being left behind.
To dive deeper into our findings and discover the implications for CMOs and insights professionals, download the full report.