The role of insights within large organizations has changed. Companies expect more and need more. The insights function has arisen as a strategic business partner, driving decision-making and shaping corporate strategy. The increasing complexity of consumer behavior, the growth in data sources, and the need for businesses to stay agile in a competitive environment certainly have all influenced that evolution. So, what does an insights team do now?
Isabelle Landreville and research veteran Nick Graham chatted about the evolving role of the insights function in large organizations on this episode of “Insightful Inspiration.”
From research experts to business strategists
Nick said the shift has happened in three major areas.
First, insights teams are moving from research data providers to being strategic business partners, shaping the future of the organization through proven consumer data.
There’s also a change in the type of work insights teams are doing. Previously, in Nick’s experience, there was a need to be descriptive - to analyze, describe, and explain. But now, there’s a need to be more prescriptive. This means insights experts deliver the data, but also tell business leaders what to do about it and why.
Lastly, insights professionals need to grow their skills to include more business acumen. Insights teams act as business consultants on top of their technical skills, so they add strategic thinking to the data provided.
The need for a diverse and collaborative team
To meet these new challenges, insights teams need diversity. The ideal team blends technical expertise with general business knowledge, creating a flatter approach to data analysis and interpretation. This shift calls for a more coordinated, less hierarchical system within insights departments.
"It's about having a team mentality," says Nick, highlighting the importance of recognizing individual strengths and weaknesses.
Successful insights leaders build diverse teams where each member brings special talents to the table. Teams can tackle tough problems from multiple angles, leading to more comprehensive and impactful insights.
The power of clear briefings and focused questions
When it comes to insights, a well-crafted brief makes a big difference. A clear, focused brief ensures that research efforts are aligned with business goals and deliver good results.
“A briefing can help the team understand the business question and provide a sharper outcome,” said Isabelle.
Insights experts are now pushing stakeholders to ask business questions rather than consumer ones. Shifting this focus helps research directly address the organization's strategic needs. Concise briefs centered on key questions can simplify work and deliver more impactful results.
The role of empathy in storytelling
As the insights role becomes more strategic, finding the right story is important. For Nick, storytelling is a powerful tool for insights professionals to encourage action based on their conclusions. This method goes past presenting data; it involves preparing a narrative that resonates with stakeholders and partners and drives decision-making.
Empathy plays a big role in this process – not only in understanding the audience's wants and needs but also in letting insights professionals tailor their presentations internally for greater impact.
"It's about learning about your stakeholders and how they learn,” said Isabelle.
The role of AI and the human element
Using (AI) and machine learning adds a new angle to the insights process. These technologies offer the potential to automate manual tasks, interpret extensive amounts of data quickly, and discover patterns that humans might miss. But the human researchers’ perspective can understand things AI cannot.
"I'm really excited about Gen AI and its ability to automate a lot of the manual tasks that we do," Nick said.
However, he also stresses that AI is a tool, not a replacement for understanding human behavior. The most successful insights teams will effectively combine AI capabilities with human intelligence and instinct.
Building relationships with partners and stakeholders
Insights teams cross-collaborate across the entire organization. So, as the insights function becomes more intertwined and far-reaching, the importance of internal and external partnerships has grown. Insights leaders are finding success by partnering across departments and using outside expertise when needed.
Nick suggests that "successful insights leaders find good partners in different departments to navigate the organization." More is being asked of insights teams than ever before. So, having strong connections with all players involved in strategy, story, and decision-making helps organizations stay on the same page.
Embracing an iterative approach to innovation
The evolving insights function is also playing a role in pushing innovation within organizations. Rather than following a linear process, successful insights teams are adopting a more connected, iterative approach to innovation. Insights professionals need to be able to run tests, see how they do, and comfortably share that information with other team members.
Courage and the ability to pivot quickly are essential in this context.
"It's about having the courage to say, this is not working, let's try something else,” Isabelle said.
An agile mindset helps organizations stay responsive to new opportunities and challenges. It also allows for trial and error, as teams work together to get outside viewpoints on their projects.
The future of insights
As the insights function continues to evolve, it's clear that its role within large organizations will only grow in importance. Modern insights teams adopt new technologies, foster diversity and collaboration, and focus on strategic business impact. Now, insights professionals can position themselves as key drivers of organizational success.
The evolving role is not only shaping how insights teams fit within the broader organizational landscape but also shaping insights. The future of insights lies in its power to bridge the gap between data and decision-making, providing not just information, but actionable observations that shape business strategy. As organizations handle an increasingly difficult and fast-paced business environment, a strong, strategic insights team will be more valuable than ever.
