“Interpreters,” “voice of the consumer,” “orchestrators,” “business partners,” “facilitators of collective intelligence”... These qualifiers used by our interviewees to describe insights teams reveal their central role within companies.
However, in recent years, the position of this function has been “challenged” by various trends: acceleration of business decisions, explosion in the volume of available data, growing use of DIY research tools throughout the company, budget pressure, and more recently, the democratization of AI.
These developments raise very concrete questions within organizations:
• Is it logical to attach insights teams to the Marketing department?
• Shouldn't insights always have a member on the COMEX
of companies?
• Should they have an independent budget?
• How to collaborate with other teams, especially data teams?
• What communication skills should be integrated to enhance their influence?
• etc.
To shed light on these topics, we interviewed 11 experts in the field. Team organization, budget management, hierarchical reporting, profiles to recruit, training to provide, methods for sharing insights... They shared their perspectives and offered concrete advice for placing insights at the core of corporate organization in 2023.
Jérémy Lefebvre
CEO and Co-founder of Episto
