Two of the challenges are related to increasing the value to clients; on the one hand increasing that return on investment and on the other communicating more actively about the value of what we do. We see the measurement of this ROI from Insights as being integral to the communication of our value, and we are working to encourage more and more insights teams to measure their return, as well as to encourage more and more agencies to help them do this, as well as to demonstrate the value they are delivering to their clients. As part of this initiative GRBN had the honour of hosting a panel session on this topic at IIeX in Atlanta, getting some wonderful insights from the panelists on the practicalities of ROI measurement. We would like to thank Kathy Cochran (BCG), Lisa Courtade (Merck), Simon Chadwick (Cambiar) and Alex Hunt (Brainjuicer) for the great job they did on the panel, and I would also like to thank Lenny Murphy and the whole GreenBook team for their support. You can read more about Alex’s and Simon’s thoughts on the ROI from Insights in the following articles in this newsletter. You can read more about why we think everyone in the industry should care about the ROI from Insights in an article posted on the GreenBook blog: The Return on Investment from Insights – Part 1 – Why you need to care The next step in the process is to run another panel session on this topic at MRA’s Corporate Researcher Conference in San Francisco, so if you work on the client-side and have the opportunity to get to San Francisco, we look forward to having you take part in the discussion. You can find out more about the event here.
10+1 tips for setting up a ROI Audit TODAY
In order to encourage more insights teams to have a go at making an audit report of the Return on Investment from Insights, the panelists at IIeX put together a list of top tips: 1. Be realistic 2. Get Senior Executive buy-in 3. Segment your projects 4. Define your ROI variables 5. List your assumptions 6. Don’t forget cost savings and cost avoidance 7. Don’t forget qualitative evidence 8. Start with your budget hogs 9. Identify the drivers (and barriers) to ROI 10.Get your agencies on-board +1.Shout all about it You can read more about these tips on the GreenBook blog here: The Return on Investment from Insights – Part 2 – How to grow your budget    

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