This season we’ve been continuing our focus on the 9Ps of the Insight Leader’s Playbook, and in the last episode, we explored P for Performance.
I asked ‘has your Insight team had a good year?’ and ‘how did you approach your assessment?’
The most progressive Insight teams focus on identifying value opportunities for their organisations, and know they have to quantify that value if they’re to prioritise the right projects, contextualise their findings, and sell their recommendations to senior decision-makers.
Some of the IMA’s most successful Insight leaders have gone one step further, and estimated the value that the Insight team itself has added each year, ultimately expressing this as a return on Insight investment.
In today’s episode, I talked to two senior UK Insight leaders, Danny Russell (ex-Sky and O2) and Suzanne Lugthart (formerly with ebay, ITV and Rightmove). They have just launched a new initiative called Bigger Than Biscuits that aims to catalogue some great examples of how Insight, research and analysis have added value to business decisions.
- Has your research led to a successful advertising campaign?
- Has your analysis led to cost savings or increased revenue by relocating stores or the way products are displayed in them?
- Has your joined-up insight helped reshape company strategy and unlocked hidden growth opportunities?
If it has, your work could be an invaluable addition to this initiative and help other Insight professionals make the case for greater investment in Insight.
Please listen to find out more!
Topics Discussed
- Introducing Bigger Than Biscuits (2.56)
- Are CMOs spending less on market research? (6.59)
- Insight as a cost or investment? (10.20)
- Think commercially and keep a value log (14.02)
- It’s all about estimation (17.42)
- The ECB’s Hundred £1bn valuation (22.33)
- It starts with prioritisation (25.43)
- How to get involved (27.21)
- A challenge for all listeners (30.30)
This is episode 79 of the Transforming Insight podcast.
If you have the ambition to transform your Insight team and the role it plays in your organisation, please tune in and download previous episodes. Not only do we explore the 42 secrets of successful corporate Insight teams as outlined in the Transforming Insight book, and the 9Ps of The Insight Leader’s Playbook, we also talk to senior corporate Insight leaders, delve into books that have inspired us, and discuss new best practice research carried out with the IMA’s corporate members.
So please subscribe - and thank you for listening!
James Wycherley
Chief Executive, IMA