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

Steve Wills and Sally Webb

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.

WHY IS INSIGHT VALUATION SO IMPORTANT?

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands