TMRE@Home is going to be held virtually this year from April 30 to May 2, 2024, and it will feature several educational tracks for insights and market research.
Click here for more registration information for TMRE@Home.
Advancing Insights ROI
All Things Insights has covered the leveraging of insights ROI in several blogs and research reports, and we present a selection here for your review so you can advance your learnings before TMRE@Home.
Thomas Walker, Senior Director, Global Brand and Customer Insights at eBay, and Christopher Frank, Author, Co-Faculty Director at Columbia University, presented the session “Increasing Influence: About That Seat at the Table” at TMRE. All Things Insights’ Seth Adler spoke with the duo at the show and expanded upon the conversation during TMRE Continued, as they discussed the importance of that seat, the influence and role of insights in an organization, being the voice of the customer, and more.
All Things Insights’ Seth Adler had a chance to sit down and get cooking with Jordan Cusner, Head of Guest Insights, Popeyes Louisiana Kitchen at TMRE 2023. Cusner participated in a panel discussion centered around insights ROI. The panel, “Insights ROI?! How Do You Get There?” aimed to discuss how organizations define insights ROI, the promises and pitfalls of the journey, and how to know once you’ve arrived at full insights ROI potential.
In a recent ATI Gathering…Insights ROI, the community looked at the complex issue of insights return on investment from several different angles. Combining insights, data, and analytics allows for the activation of insights across the organization to enhance the customer experience. The activation of insights propels the organization forward, allowing dynamic decision making, revelation of new opportunities, and ultimately better ROI. In “Establishing Insights ROI,” Seth Adler discusses the subject with Shilpa Khanna, Associate Director, Transformational Growth Insights, Clorox.
Key challenges come into translating business insights into ROI. This includes data quality, research bias, no direct translation of insights into business KPI’s, slow decision making and fragmented data sources. Entropik’s Vibhore Pandey, Enterprise Res-Tech Specialist, looks at these issues through the lens of insights ROI, and explores possible solutions that researchers should identify and strive for. He also gives an overview of trends in information gathering and research across the product lifecycle.
Diving Deeper into Measuring Insights ROI
If you can measure it, you can manage it. Insights leaders came together on this panel discussion on “Measuring Insights ROI” to share their respective philosophies and approach to establishing, iteratively improving and subsequently proving an ROI paradigm.
Providing insights is not a barrier. Ensuring those insights actually move the needle is the job at hand. Is where the insights are reported the problem? Is it the storytelling that’s the issue? Is the fact that there isn’t rich enough data feeding the insights the conundrum? Or is it all of the above? We discuss solutions to providing and closing the loop on actionable insights.
“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the concept of diversity, equity and inclusion has moved to a competitive advantage and on to a necessity for organizations to stay relevant to consumers. Meta’s Head of Client Insights, Gabriel Gontijo sat down at the Media Insights & Engagement Conference to talk about the changes in how diversity is approached, and how the digital world is rapidly melding with our perception of the IRL.
The Value of TMRE@Home
Overall, it’s about the value the insights team can bring to the table. “Often, it’s our leadership teams who aren’t themselves necessarily insights professionals trying to put a dollar on the investments they make in insights,” observes Jordan Cusner, Head of Guest Insights, Popeyes Louisiana Kitchen. “Yet it’s not always the easiest or best way to measure the investment that we’re making in insights. That’s where the question starts. The astute insights professionals ask those questions themselves, which is often to preempt some of the questions they get externally.”
Join us May 2, the third day of TMRE@Home, and learn from industry leaders about how you can develop and position for growth the art and science that is insights ROI.
Click here for more registration information for TMRE@Home.
Video courtesy of Attest
