Analytics & Insights: A Powerful Combination
While the concept of blending analytics and insights is well established, it is often overlooked as companies aim to address challenges and gain competitive advantages in the marketplace. Recognizing how integrated analytics and insights are key to better actionable decision-making is crucial today. It can also help a business to better handle targeting trends and consumer audiences, gauge consumer sentiment, and develop effective marketing strategies. This can then provide an overall better view of consumer behaviors and market trends.
As Insight 7 notes in its blog, “Data Analytics and Market Research: How to Combine Them,” integrated insights can be seen as a bridge between analytics and market research: “By seamlessly blending quantitative data with qualitative insights, organizations gain a comprehensive understanding of their customers’ needs. For businesses, this integration is not merely beneficial; it is essential for adapting to rapidly changing market dynamics.”
Establishing quantitative data and other analytics is the first step in this process. Ultimately, the data collected can be used in analysis to convert to market research and direct, actionable insights. This emphasizes data-driven decisions that can help the business in real-time, and in a more agile and responsive way.
So how can a business integrate their analytic tools and the deeper insights derived from market research tools? To achieve an ideal relationship of integrated insights, Insight 7 suggests that, “three core components should be emphasized: understanding your audience, assessing market conditions, and synthesizing data. First, knowing your target audience helps tailor products and services effectively. Second, evaluating the competitive landscape and broader market trends informs positioning strategies. Finally, synthesizing gathered data allows for more accurate predictions and decisions. By combining these elements, businesses can create a comprehensive picture that enables them to respond dynamically to market changes.”
Artificial intelligence and machine learning will continue to transform how data is processed and analyzed, while human oversight of producing key insights for the business is also essential in developing an efficient analytics and insights core.
Thriving Together While Thinking Differently
During TMRE 2025, Justine Bassman, Head of Insights & Strategy at Understood.org, and Michelle Glaser, Head of Data & Analytics at Understood.org, will hold the session, “Thriving Together: When Combining the Powers of Insights & Analytics Teams Drives Better Business Results.” Understood.org’s Head of Insights and Head of Analytics will co-present and reflect on examples from their corporate careers when they forged Insights & Analytics, and how they are applying similar approaches to now “thrive together” at their digital nonprofit.
Understood.org supports those who learn and think differently (dyslexia, ADHD, etc) – they’re on a mission to shape the world for difference so that all individuals can thrive. And this impacts how they approach insights and analytics. Mini case studies will focus on moments when working together drove greater impact – when primary survey or qual research was combined with data analytics (1st party, panel, etc) and vice versa.
Key takeaways: Quick case studies from for-profit brands like Macy’s and Mucinex; examples of insights and analytics from our nonprofit that can get you “thinking differently” about your research; and how to partner with Understood.org…to “do good” and drive your business.
Building a Holistic, Data-Driven Foundation
Integrated insights combines both analytics and market research. Insight 7 notes, “The foundation of successful strategies lies in analyzing data to uncover patterns, alongside gathering valuable qualitative insights from customer behaviors and preferences. By merging these two approaches, businesses can create a fuller picture of the market environment, enabling more informed decision-making.”
To fully understand the relationship between analytics and insights, and to take a more integrated approach, Insight 7 says to consider the following:
- Identify Key Metrics: Focus on metrics that matter most to your business goals. This allows for better tracking of performance and outcomes.
- Engage with Customers: Regularly interact with your customer base to gain qualitative input on their experiences and expectations.
- Apply Data-Driven Decisions: Use the collected insights to guide your strategies, from product development to marketing campaigns.
- Monitor Trends: Stay ahead by consistently analyzing both market changes and customer feedback, which could indicate shifts in demand.
Integrating analytics and insights might seem sometimes like two sides of the same coin, but ultimately, it’s about better focus and positioning of the data-driven functions while enhancing the qualitative aspects of consumer insights and research. It is that blended approach that can help improve accuracy, increase predictive analytics capabilities and adapt strategies quickly.
Looking ahead, Insight 7 sees a growing emphasis on integrated insights that will likely manifest in more holistic strategies, observing that, “Companies will recognize the importance of continuous feedback and agile adaptation to market shifts. As they combine quantitative and qualitative data effectively, organizations can drive deeper customer relationships and more impactful marketing efforts. Ultimately, the future of integrated insights in business will prioritize a comprehensive understanding of consumer needs, ensuring sustainable growth and success.”
Video: “Insights & Analytics Forum: Consumer Centricity for Growth: Now, and Next with Kirti Singh,” courtesy of P&G Alumni Network.
