Forum: Measuring the value of insight – it can and must be done

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying their professional skills to meet the demands of others.

Forum: Measuring the value of insight - it can and must be done

Steve Wills and Sally WebbCustomer Insight Solutions Ltd

This paper is the result of a project undertaken by the Customer Insight Forum. It puts forward the argument for value measurement, and looks at the barriers to valuation as well as practical solutions that will make insight valuation a reality.


The Board Demands ever Greater Accountability from Marketing

Years ago, econometric studies could demonstrate the impact of advertising on sales and provide the accountability required by a...

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