The problem:

an insight gap

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 Faced with this new pace, the consumer insights industry has responded by going digital, going automated, going DIY.

Want quick inputs to inform decision making? There are a range of self-serve solutions, automated tools and internal data that can do a great job of serving it up. 

But the currency they deal in is data - useful and accurate, but often out of context, and usually time-consuming to interpret. 

These tools are data sources, not insight engines. 

And this is where our industry continues to have its head firmly stuck in the sand.

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We call
it the insight gap

Because data is quick. But quality 'insight' still takes time. Often measured in weeks and months, and certainly not days. 

Weeks and months that client-side insight teams, struggling to meet the demands of the new pace, don't always have.

So we are seeing teams being forced to compromise: sacrifice quality insight for quick data, or don't have a seat at the decision-making table. 

Data is winning the argument, and Insight - quality Insight, that drives smarter business decisions, builds better brands, and unlocks opportunities for growth - is being side-lined. 

And Insight should never be a nice-to-have.


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