Invest in Insights Handbook – Production of Version 2.0 Gets Green Light

2020 will soon be upon us, and we predict that the next decade will present fantastic opportunities for the Insights sector, as in more and more companies, Insights becomes the fuel that drives customer-centric growth. But there is also the risk that this opportunity will blow up in our faces, as in many companies investments in Insights are shrinking at the same time the demand is growing. To avoid this, we need to help companies see Insights as an investment, not just a cost to be cut. We need to light the fuel, so to speak, to help Insights leaders grow their budgets and their teams. Over the last 18 months we have talked to many Insights leaders on the topic of business impact and ROI. We have also been working with a number of client-side Insights teams on improving the way they measure, demonstrate and build business impact. On this journey, we have learnt a lot, and will be including these new learnings in version 2.0 of the Invest in Insights Handbook, which we will be publishing later this year. “The aha for me was coming to understand that the ROI of insights doesn’t always boil down to a single financial metric.  Rather, we need to think in terms of an ROI story that can include a range of financial outcomes, surrogate marketing metrics, and qualitative feedback from stakeholders all the way up to the c-suite.”

– Dave Rothstein, CEO, RTi Research

 New research to fill the gaps

When we issued the first Invest in Insights Handbook on the back of the research we had conducted together with BCG, we were very much aware that the Handbook was, and still is, a work in progress. The research we conducted gave us a great understanding of the current state of play when it comes to measuring the ROI of Insights, but it also led us to numerous new questions, which we intend to tackle with the upcoming research.

A BIG thank you to our sponsors

We would like to thank our Handbook sponsors for their generous support and commitment to the critical issue of business impact:     If you would like to joint these great companies in supporting this critical work for the growth of our sector, then please get in touch