The future of insight: How insight teams can work more productively

This articles describes how the common barriers and prejudices that exist between marketers and their insight colleagues can be overcome.

The future of insight: How insight teams can work more productively

John Kearon BrainJuicer Group

Marketers gain inspiration from many sources, and many companies choose to staff an insight function alongside marketing. This may seem like a sensible idea but marketers and their insight colleagues don't always see eye-to-eye and respect is not always mutual. Based on a study by the World Federation of Advertisers and BrainJuicer, John Kearon describes how barriers and prejudices can be overcome.

What is the future of insight, and what are the new roles, methodologies and thinking that will make sure insight teams keep...

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