The role of insights in the data era: What good looks like

We discuss what good looks like for Insights functions in the data space and what the leading firms do that differentiate them.

The author(s)

  • Jane Smith Head of Data Strategy, Ipsos MORI
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The big data era has transformed the way in which companies understand, interact with and create for their consumers. With snowballing volumes of data to mine, structure, model and visualise, and increasingly exciting data use cases to develop, we unquestionably inhabit a data world.

The role of insights in the data era

Insights have always inhabited the data world. As this world becomes more complex, more mainstream, and crucially, more distributed, it is fair to ask what the role of Insights is and what it should be. A data-driven Insights team looks very different to a traditional one. A successful Insights department will serve as a data aggregator, synthesiser and disseminator. Achieving this aspirational state takes commitment, investment and the will to change.

Our new report, The role of Insights in the data era articulates what good looks like for Insights functions in the data space. We detail what the leading firms do that differentiate them and how they’ve got there. It’s an exciting time to live in the data world.

The author(s)

  • Jane Smith Head of Data Strategy, Ipsos MORI

Corporate