"Interpreters", "voice of the consumer", "conductors", "business partners", "facilitators of collective intelligence"... These adjectives used by our interviewees to describe insights teams reveal their central role within companies.
Yet in recent years, the place of this function has been "challenged" by various trends: acceleration of business decisions, explosion in the volume of data available, growing use of DIY research tools throughout the company, pressure on budgets, or even more recently, the democratization of AI.
These developments raise very concrete questions within organizations:
- Does it make sense to attach insights teams to the marketing department?
- Shouldn't insights systematically have a member on the COMEX
of companies?
- Do they need an independent budget?
- How do you collaborate with other teams, especially data teams?
- What communication skills do you need to make them shine?
- etc.
To shed some light on these issues, we interviewed 11 experts in the field. Team organization, budget management, reporting lines, profiles to recruit, training to provide, ways of sharing insights... They shared their views with us, and gave us their concrete advice on how to put insight at the heart of corporate organization in 2023.
Jérémy Lefebvre
CEO and co-founder of Episto
