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This article explores the 10 driving characteristics towards building an insight-led organisation – structured around three core areas: What: Insights Strategy; How: Organisational Insights Capability; Who: Individual Insights Capability.

Through examining organisations that over-perform, we know that adopting a consumer centric approach drives business growth. To develop a consumer centric strategy a business must be insight-led; adopting a strategy that maximises business potential whilst being truly relevant to their consumers' needs and their own brand purpose (see fig. 1).

This document is based upon Kantar Vermeer's leading study 'Insights2020 – driving Customer Centric growth'. The study involved more than 10,000 marketing and insights professionals examining the strategies, structures and capabilities that distinguish over-performing, customer centric companies compared to those which under-perform.