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Posted by Richard Evensen on July 29, 2011
I just returned from keynoting a conference on the ROI of Market Research in Chicago. Prior to going, I expected to walk into a minefield of very divergent views on how market insights professionals can show their value. Instead, what I found was a “convergent validity” of the views forwarded by Forrester on how to show and build the value of research and insights.
What this means is that there is a clear future path for market insights. Market insights leaders at companies such as Coca-Cola, Pepperidge Farms, General Mills, Schwab, among others, are already getting on what Forrester is calling the insights value path and are positioning themselves to be able to jump over a high performance bar. What do high-performance market insights organizations know and do?
Stan Sthanunathan, VP of marketing strategy and insights at Coca-Cola, set a clear bar against which other insights organizations will be measured with this mandate:
Market insights must provoke and inspire people to take transformational decisions.
So, is this a vision you can buy into? Are we missing any key components to help other market insights professionals get on the insights value path?
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