Impact: improving the return on insights

This paper seeks to define impact, the logical conclusion of returns on insights, through an in-depth interview study of market-research professionals.

Impact: improving the return on insights

Tom De Ruyck and Erica Van Lieven

Low Return on Consumer Insights (ROI)

More than ever, demonstrating impact is the name of the game for professional marketing services agencies. From our recent Market Research (MR) Impact study (2014), we know that only 45% of insight professionals & marketers believe research succeeds in changing the attitudes and decision of marketers and only one in two 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...

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