Webinar

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Context

More than ever, demonstrating impact is the name of the game for professional marketing services agencies. From a recent market research impact study, we know that only 45% of insight professionals and marketers believe research succeeds in changing the attitudes and decision of marketers and only 1 in 2 projects leads to change (Schillewaert et al, 2014). This lack of impact is not a matter of budget. Rather than spending more, the critical driver for impact is to maximize the value of spending (BCG study, 2009). Based on interviews with clientside research professionals, we have identified 11 unmet needs related to the future of consumer insights. While ten of those frictions relate to creating a positive business impact with consumer stories, only one is about finding better insights (Willems et al, 2015).

So, the goal is to trigger meaningful actions which turn insights into concrete ideas, stronger brands and future-proof business concepts to deliver better consumer experiences. The million dollar question is: How do we trigger these meaningful actions across the organization in order to create a positive business impact? And how can the insight professional of tomorrow do this in an efficient yet effective way?

Who would benefit

This webinar is ideal for researchers in client businesses as well as on the supply side and who have some experience with sharing and activating research results and consumer insights.

Objectives

This webinar enables you to:

  • Understand current issues with sharing research results and activating consumer insights within organisations.
Learning outcomes

By the end of the course, delegates will:

  • have a 4-step model/framework to overcome most of the issues
  • know hands-on tactics and examples for each of the 4-step model
Duration

1 hour, including Q&A


Additional Information

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