Abstract:

The evolution of the insights function and its contribution to business growth is addressed in this presentation, which provides a specific example of how brand & business insights can be an integrated, future focussed, and growth-driving function within a profit-driven organisation. The case study demonstrates the brand and business insight function's ability to collaborate closely with senior marketing and commercial teams while also playing a proactive and crucial role in making strategic decisions that drive business growth. Through analysis of existing consumer and industry data, future business growth targets are defined and validated, leading to approval of the business case for change in long-term strategy in a key European market.