A Casual Conversation on Extending the Efficiency, Reach and Influence of Insights

Sophie Grieve-Williams

Co-Creating the Future of Survey Participant Exper...

At the recent ASC International Conference, I had the pleasure of running a workshop about the chall...


Paul Hudson

    Out of all the challenges insight teams face in today’s world, making the insights generated reach and influence more stakeholders across the client organisation, and increasing the efficiency and potency of insight activation.

    Having recently walked the path to Insights Empowerment and being guided by years of experience, we have learnt (and are still learning) a lot about what it takes to enhance the reach and influence of insights, empowering stakeholder organisations with insights that drives successful actions throughout the research experience. What we have discovered is a series of challenges most insight teams face when attempting to enhance the efficiency, reach, and influence of insights, but also tactics researchers can implement to mitigate the impact of these challenges.

    Watch the latest episode in our Casual Conversation series to explore the concept further, with our CEO Paul Hudson, Head of Operations Gareth Bowden, and Client Success Manager Dr Katharine Johnson as they share their experiences and knowledge on how to navigate the challenges ahead.

    Extending Efficiency, Reach and Influence of Insights

    Insights empowerment is a key topic of conversation in the insights industry, but not all conversations drive action. Instead of being a supplier of software and insights, FlexMR has taken action and evolved to become a better partner to stakeholders who don’t have the knowledge and experience to become empowered by insights on their own.

    Becoming empowered by insights means embedding customer and consumer insights at the heart of all decisions. While stakeholders are getting better at doing this, as evidenced by the slowly increasing number of ‘customer-centric' organisations in the world, there is still a way to go before all businesses are able to call themselves insight empowered. The difference between ‘customer centric’ and ‘insight empowered’ can be measured by how far insights actually impact decisions across an organisation.

    Tweet from FlexMR Tweet This
    "We need to empower non-researchers to be more involved in insight generation; at the same time we need to ensure the value of expert research isn't sidelined by being more efficient." - Gareth Bowden, FlexMR Head of Operations

    Customer-centric organisations understand the value of insights, and while they do the research and make sure their decisions are powered by consumer insights, the insights generated might not reach much further than that particular decision made by that particular team. Becoming empowered by insights means democratising access to insights and data, creating dedicated insight communication channels across the organisation so other teams and decisions can be influenced by that same insight.

    Paul, Gareth, and Katharine have extensive experience when it comes to insight empowerment, and were integral in guiding the rebranding of FlexMR so that the firm can realise their potential as a catalyst for empowered change in stakeholder organisations. In this video there are a few overriding themes when it comes to the challenges insight teams and stakeholders face when it comes to activating insights and enhancing that research, efficiency and influence within organisations, and removing friction in the decision-making processes.

    For one example, lack of confidence is one big factor all three agree is currently hindering insights empowerment. The lack of confidence in data as well as how to activate that data is stumping stakeholders when it comes to asking for research in the first place, and then acting on the insights once they’re generated. In this situation, the role of the insight team is to support and empower – we hold the knowledge, technology and experience to educate stakeholders and guide them to success when necessary.

    Watch the video now to learn more about the challenges and tactics researchers can use to help overcome obstacles to insights empowerment.

    Tweet from FlexMR Tweet This
    "What are the challenges insight teams face? It all starts at the heart of the business with senior stakeholders. Are they onboard and promoting the value of insights across the organisation?" - Katharine Johnson, FlexMR Client Success Manager

    The Casual Conversation Series

    A Casual Conversation on... is a series of short, candid videos with the FlexMR leadership team that introduce the key offerings of the agency, our thinking and viewpoints on the future of market research and the insight industry. Throughout these videos, you'll hear direct from those involved in designing the InsightHub platform and the unique agency model that FlexMR operates.

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