“I want Insights to have a seat at the table.” We hear this a lot from our clients, as they strive to stay ahead of the trends disrupting their industries, keep pace with shifting consumer expectations and bring value to their brands.
One of the keynote speakers at this year’s Insights Association Corporate Researchers Conference succinctly summed up how to earn this coveted seat for the valuable role Insights plays – namely, by moving away from thinking so much about approaches and “HOW” to accomplish the research and instead focusing on the business outcomes and the “WHY” behind the research.
Brett Townsend, who serves as head of North American Insights at Electrolux, highlighted how all roles, research and beyond, have one job – to help their brands grow. To do this, it’s important for Insights to deliver the stories the business needs (after all, stories make the emotional connections that create memories and influence decisions), but it matters much less how those stories are found than that they are found.
My colleague Julia Eisenberg shared something similar recently too – that clients and partners needs to focus together on the business challenge. And the only way to do that is to first understand the right questions – the WHY – and then ask them the right way of the right audience. That’s what delivers insights that drive outcomes. That’s what earns corporate researchers a seat at the table.