In this session, David Smith of DVL Smith and BV Pradeep of Unilever will build on the How to demonstrate the value of customer insight project that ESOMAR conducted with top insight industry leaders. They will provide a selection of best practice strategies for ensuring the value of your customer insights are recognized by and make an impact with, key stakeholders. They will provide a blueprint for being high-performance customer professional in the new insight era.
These are exciting times for our industry: we are in a new insight paradigm. The data we have to unearth insights is richer than ever and our ability to understand what is really driving consumer behaviour has reached new heights. So, how do you showcase this success story and provide guidelines to those wanting to set up the optimum insight function? Should we be focusing on measuring the precise payoff from insight - trying to pin down the return on investment from insight projects and working to industry benchmarks? Or is this too restrictive - reflecting a possibly now outdated model centred upon reducing decision risk? Should we instead be focusing more on the way we use our creativity and flair to seize those golden opportunities that will drive growth? To help throw light on these questions, ESOMAR - in its thought leadership role - commissioned a qualitative study amongst insight leaders from some of our top organisations.
We show how to convert a vision into a transformational strategy that reinvents your relationship with customers. We'll demonstrate, via a major global insurance provider case study, an approach to embedding visionary change in any organisation.
The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This paper will be based on an authorative survey of senior marketing decision makers, who will be presented with different possible futures and asked which of them best describes the world they see in the future. Building on this, we will identify the precise skills sets that these decision makers expect insight professionals to have to meet their expectations. But the paper will not stop here, we will provide a clear road map - a step by step guide - to the best way of developing and imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey.