互联洞察势在必行

The

ConnectedInsights

Imperative

2025Edition:UnlockingLevel4

ZappiConfidential&ProprietaryInformation

Index

1.Intro&executivesummary

2.Keytakeaways

3.2025findings

4.2025vs.2024

5.Implicationsformarketingandinsightsprofessionals

6.IntroducingLevel4oftheConnectedInsightsFramework

7.Thefutureofconnectedinsights

8.Methodology&respondentdetails

TheConnectedInsightsImperativeisanannualresearchinitiative

fromZappi,designedtohelp

businessesbridgethegaps

betweenconsumerresearchandbusinessaction.

Jumptothe

methodology

section

tolearnmoreaboutthesurveyand

respondentprofile.

Aboutthisreport

Consumervoiceshaveneverbeen

moreaccessible.

Technologydemocratizesdatacollection—andAIacceleratesanalysis.

Yetmanyorganizationsremainstuckinfragmented,reactiveapproachestooperationalizingconsumerinsights.

Thisreportexamineshowbusinessleadersarebridgingthesegaps.

Zappisurveyedprofessionalsacrossindustriestounderstandthecurrentstateofconnectednessforconsumerinsights.

Wealsolookedatsatisfactionlevels,persistentbarriersandtheroleofemergingtechnologies,includingAI.

Mostimportantly,weintroduceLevel4oftheConnectedInsightsFramework—the“AI-Accelerated"stage,whereinsightsbecome

organizationalDNA.

Executivesummary

Theinsightslandscapeisshifting.Fast.

Zappi’s2025surveydatarevealscompaniesareinvestingheavilyinAIandtechnology.Infact,44%ofrespondents’companies

havehiredfornewrolesinAIordataintegrationthisyear.

Yetsatisfactiongapspersist.

Whilethreeinfiveprofessionalsaresatisfiedwiththestateof

consumerinsights,therealstoryliesinthedramaticdifferencesinsatisfactionbetweenorganizationalmaturitylevels.

Bottomline:Companieswithconnectedinsightsreporthighersatisfactionratesthanfragmentedorganizations—24pointshigherforsatisfactionwiththeircompany’sconsumerinsightsfunctionoveralland32pointshigherforsatisfactionwiththerelationshipbetweenmarketingteamsandinsightsteams.

THECONNECTEDINSIGHTSIMPERATIVE2025

Key

takeaways

Keyfindings

1.Thesatisfactionparadox:Connectedinsightsdramatically

improvesatisfaction,yetonly38%oforganizationsare

currentlyatthislevel.Halfofrespondentsremainfragmented.

2.Barrierspersistdespiteinvestment:Datafragmentation(41%)hasovertakenbudgetconstraintsthisyearasthetopbarriertoeffectivelyusinginsights,reflectingthecomplexityof

moderndatalandscapes.

3.AIinvestmentsurges:44%ofcompanieshirednewAI/data

integrationrolesinthepastyear.Technologyusagecorrelatesstronglywithorganizationalmaturity.

4.TheLevel4opportunity:Organizationsarereadyforthenextevolution—consumerinsightsanddataasembedded

architecturalelementsofbusinessstrategy.

5.Functionoverform:Whodoestheworkmatterslessthanhowit'sorganized.Teamswithcollaborative,assertiveengagementmodelssignificantlyoutperformreactiveorder-takers.

Recapoflast

year’sfindings

The2024ConnectedInsightsImperativereportestablishedbaselinechallengesorganizationsfacewithachievingthevisionofconsolidatingconsumerresearchanddata:

●Budgetconstraintsdominatedbarrierstoeffectiveinsightsutilization(40%)

●Datafragmentationaffectedone-third(33%)oforganizations

●Timeconstraintslimitedanalysisdepth(28%)

●Connectedinsightsshowedclearsatisfactionadvantages

Note:The2024samplehadaslightlyhigherrepresentationfrommarketingprofessionals,whilethisyearhasaslightlyhigher

representationfromconsumerinsightsprofessionals.

THECONNECTEDINSIGHTSIMPERATIVE2025

Stateof

connectedness

Thestateof

connectedinsights

Alittlemorethanathird(38%)of

respondentssaytheirinsightsanddataareconnected.

62%ofrespondentsreportedthat

consumerinsightsarefragmentedordisconnected.

Mostinsightsteam

membersareviewedasadvisorsorpartners

Onethird(33%)saytheirinsightsstaffareviewedascollaborativestrategicpartners.

27%saytheirinsightsstaffareviewedasreactiveordertakers.

Andjustunderhalf(44%)saytheirinsightsstafffallsomewhereinthemiddle—seeingthemproactiveadvisors.

Yet,organizational

fragmentationofconsumerinsightsremainscommon

Only23%ofcompaniesstatethat

insightsworkisperformedbya

dedicateddepartmentorfunction,

withanadditional44%ofcompaniesreportingthatinsightsworkwas

housedwithinateam.

14%haveasinglepersondedicatedtoinsights,whileanother14%distributeinsightsworkacrossteams.Just5%

outsourcetheirinsightscompletely.

Whatdoes“connectedinsights”meanexactly?

Historically,consumerinsightswerederivedfromdisconnected,one-offresearchstudiesthatgavelimitedorstaticviewsofconsumerbehavior.

Andbecauseresearchstudieswereslowandexpensive,companieshadtobeselectivewithwheretheyputtheirbudget.Asaresult,many

decisionscouldn’ttrulybebasedinconsumerunderstanding.

Technologytodayallowsforabetterapproachtoinsights.Onethat’sconnected,continuousandintegrated—givingbrandsareal-time,

holisticviewoftheirconsumers.

Withconnectedinsights,companiescanembedconsumerinsightsintotheirdecision-makingsotheycanmakefasterandbetterdecisionsandstayaheadofthecompetition.

Brandsthatharnessconnectedinsightsarebetterequippedtowininthemarket.

Requestafreecopyof

TheConsumerInsights

Revolutionbookformore

onconnectedinsights.

Only1in3manageconsumersinsightssystematically

Athird(33%)ofrespondentssaytheirprojectsarehandledsystematically,whiletwo-thirdssaytheirprojectsarenot.

Instead,theyeitheruseseparatetoolsand

programs(41%)orcarryoutprojectsadhoc,withacombinationofvendorsandtechnology(26%).

Testingearlyandofteniscommon

Justunderhalf(46%)saythatconsumer

insightsareusedatthebeginningofaproject.

Only6%saytheyusethenonlywhensomethinghasgonewrong.

And7%sayconsumerinsightsarerarelyusedatall!

Connectedcompanies

involveconsumerinsightsatanearlierstage

Companiesthatconnecttheirinsightsaremuchmorelikelytouseconsumerinsightsbeforethey’veevenbegunaproject.

Whilecompanieswithcompletely

disconnecteddataaremuchmorelikelytonotuseconsumerinsightsatall.

Innovationiswherecompaniesseethegreatestvalueof

consumerinsights

Howarecompaniesusinginsights,andwhatdotheyuseastheirmetricofsuccessforinsights?

Nearlyhalf(46%)useinsightstoinformproduct

innovationsuccess,while42%useittoimprove

operationalefficiency(makefasterdecisions,etc.).

Only8%donotassesstheimpactofinsights.

Connectedinsightsisusedtodrivemultiplebusinessoutcomes

Companiesthatconnecttheirinsightsaremorelikelytoassesstheimpactofinsightsandtieittonumerousbusinessoutcomes.

Theyaremorelikelytouseinsightstolaunchmore

successfulproducts(53%),improveoperationalefficiency(47%)anddrivemarketingeffectiveness(44%).

Thosewithadisconnectedstateofinsightsarethegroupmostlikelytonotassesstheimpactorvaluewhatsoever(18%).

THECONNECTEDINSIGHTSIMPERATIVE2025

Theconnected

advantage:

Internalcollaboration

Manyprofessionalsremaindissatisfiedwiththestateof

insightsintheir

company

Whilemorethanhalfofrespondents(60%)saidtheyweresatisfiedwiththestateofconsumerinsightsasafunctionattheircompanies,thereisclearlyroomforimprovement.

40%ofprofessionalsarenothappywiththecurrentstate.

Connectedinsights

drivesinternalharmony

Connectedinsightsislinkedtoamuchhigherlevelofsatisfaction,whichhelpsdriveinternalcollaborationandbusinessefficiency.Satisfactionwithinsightsincreasesamongcompanieswithconnectedinsightsbyatleast24points.Satisfactionwiththerelationshipbetween

insightsandmarketingteamsforconnectedcompaniesincreasedby32points.

Systematization

drivessatisfaction

Similarly,asystematizedapproachtoconsumerresearchprojectsalsoappearstodrive

satisfactionwithinsightsandwiththerelationshipbetweeninsightsandmarketing

teams.Aprogrammaticapproachwithasystem-of-recordforconsumerresearchappearstohelpdriveimprovedsatisfaction.

Collaborativeinsights

partnersdrivesatisfaction

Satisfactionlevelsareconsiderablyhigherwheninsightsareviewedasadvisers(proactive)orstrategicpartners

(collaborative)comparedtoordertakers(reactive).

THECONNECTEDINSIGHTSIMPERATIVE2025

Barriers:

Thedatachallenge

Datafragmentation:Thebiggestblocker

2025revealsashiftedbarrierlandscape.Datafragmentation(41%)isnowthe

leadingchallengepreventingorganizationsfromeffectivelyleveragingconsumerinsights.

Convertinginsightsintoaction(33%),

budgetconstraints(33%),expertisegaps(29%)andtimeconstraints(26%)arealsotopchallenges.

Theshiftfrombudget-firsttodata-firstbarriersreflectsorganizationalmaturity.Companiesareinvestingininsightsbutstrugglingwithintegrationcomplexity.

THECONNECTEDINSIGHTSIMPERATIVE2025

Investment

priorities

Technologyis

commonplaceforconsumerinsights

7outof10respondentssaidthattechnologyisnowusedfrequentlyforconsumerinsightsat

theircompany—clearlyindicatingthatitsuseininsightsismainstream.

Technologyusagehighestamongcompanieswith

connectedinsights

Butimportantly,companiesthatconnecttheirinsightsaremorelikelytousetechnologyforinsights(82%)thantheirdisconnected(68%)andfragmented(69%)counterparts.

Trueconnectedinsightscanonlybeachievedwithtechnologytoenableintegratedand

continuousaccesstoconsumerdatathroughthecompany,sothiscorrelationmakessense.

Insightsteams

drivetheAIagenda

InsightsprofessionalsarethegroupmostlikelytobelievethatAIisimportantforconsumer

insights(83%).Brandmanagementandmarketingfollow.

Thisisespeciallyimportantforanycompany

withaCEOwhoisdrivinganAIagenda.Theywillhavestrongsupportersandpartnershipfrom

theirconsumerinsightsteamsinternally.

83%ofinsightsprofessionalsagreethatAIisimportantforconsumer

insightsvs.71%ofmarketers.

Connectedinsights&AIgotogether

ThosewithconnectedinsightsbelievemorestronglyinthepowerofAIthantheir

fragmentedordisconnectedcounterparts.

42%ofconnectedcompaniesstronglyagree

thatAIisveryimportantforconsumerinsights,indicatingthatthisgroupismoretech-savvy

thancompanieswithdisconnectedor

fragmenteddata.Theyareleadingtheindustryandadoptingnewtechnologiestobetter

leverageconsumerinsights.

AIinvestmentleadstheway

GiventheimportanceofAIandtechnology,it’snosurprisethathiringfornewrolesinAItoppedthelistofinvestmentscompanies

madeinthelastyeartoimproveconsumerinsightscapabilities.

Only1in5(19%)saytheydidn’tmakeanychangesinthelast

yeartoimproveinsights.

THECONNECTEDINSIGHTSIMPERATIVE2025

Voiceofthepractitioner

Thequantitativedatatellsonlypartof

thestory.Practitioners'voicesreveal

thehumansideoftheinsights

transformation

Implicationsfromthefield

Ouranalysisofresponsesfrominsightspractitionervoicesconfirmthreevitaltakeaways:

1.

Theroleelevationimperative:Despitegrowingdata

importance,insights

professionalsstillfightfor

strategicrecognition

internally.Organizationscansolvethisbymakinginsightsprofessionalsthearchitectsofconsumerunderstanding.

2.

Theintegrationsolution:

Dataoverloadstemsfrom

fragmentation,notvolume.

Successcomesfrom

connectingexistingsources,notcollectingnewones.

3.

TheAIaccelerationpath:

PracticalAIapplications

focusonspeedand

synthesis,notreplacement.Themostsuccessful

implementationsaugment

humanjudgmentratherthanattemptingtoreplaceit.

Topchallengescitedbyrespondents

“Insightrolesbeingreducedinthebusinessorbeingdowngradedinseniority,whilstallcompaniestalkabout‘consumer

centricity/consumersattheheart.’

There'salackofseniorrolesthatgivea

voiceattheleadershiptable.”

Thisresponsecapturesthecentralparadox:Organizationsclaimconsumer-centricitywhilediminishinginsightsinfluence.The

sentimentreflectstheongoingstruggleforinsightsprofessionalstogainstrategicrecognition.

“

Everythingislastminutesostrategicprojects

arerushed.

Thetyrannyofurgentoverimportantcontinuestoplagueinsightsteams.Thisquoteillustrateswhysystematizedapproachesoutperform

ad-hocprojectmanagement.

“

Dataoverloadandnoise:

Withmassivevolumesof

datacominginfrom

differentplatforms,it's

difficulttoextract

actionableinsightswithoutadvancedfilteringand

contextualunderstanding.

Thisperfectlydescribesthefragmentationcrisis.Moredatadoesn'tequalbetterinsights—

connectionandcontextdo.

HowrespondentsareusingAI

“

Automatedsurveyanalysis:Using

GenAItoolstoprocessopen-ended

responsesandextractemotionaltone,sentimentandrecurringthemes.

Theshiftfrommanualanalysisto

AI-augmentedinsightgenerationfreesprofessionalsforstrategicwork.

“

GenAIsummarizesopenresponsesinsmallperiodstoenablereadingof

consumersentimentsfaster.

OrganizationsarefindingpracticalAIapplicationsthatsolveimmediate

problems.SpeedandsynthesisemergeaskeyAIvaluedrivers.

“

We'reusingGenAItosimulate

customerpersonasandbehaviorbasedonaggregateddata,

helpingourteamsbuildmorehuman-centeredcampaigns.

AIdoesn'treplacehumanunderstanding—itamplifiesit.The

combinationofdataandempathycreatescompetitiveadvantage.

THECONNECTEDINSIGHTSIMPERATIVE2025

2025vs.2024:

Whathaschanged?

Samplecompositionimpact:Thisyear'ssample

includesmoreinsightsprofessionalsthanmarketers,

potentiallyexplainingsomedifferences.Insights

professionalstendtobemorecriticalofsatisfaction

levelsandmoreawareoftechnicalbarriers.

1.Datafragmentationastopchallenge

Themoststrikingchangefromlastyearisthatdatafragmentationovertookbudgetconstraintsastheprimarybarrier.

Thissuggeststhatorganizationshavesecuredbudgetforinsightsinvestment,sothechallenge

hasshiftedtointegrationandutilization.

Italsosuggeststhatascompaniesaregaining

experiencewithAI,theyarerealizingthatfragmentedconsumerdatapresentsveryreallimitations.

Requestafreecopyof

TheConsumerInsightsRevolutionbookfor

moreonbreakingdowndatasilos.

2.InvestmentsgrowinginAIanddata

ThesurgeinAIanddataintegrationhiring(44%)representsasignificantorganizationalcommitment.

Companiesrecognizethetechnicalskillsgapandareactivelyaddressingit.

3.Techadoptionimproves

withconnectedinsightsmaturity

Thecorrelationbetweenorganizationalmaturityandtechnologyusagehasstrengthened,indicatingthatconnectedinsightsandtechnologicalcapabilityareincreasinglyintertwined.

THECONNECTEDINSIGHTSIMPERATIVE2025

Implications

for

marketingleaders

1.Elevatethepartnership:Bringtheinsights

teamfurtherupstreamintostrategicdecisions.Collaborativerelationshipsoutperform

transactionalones.Inviteinsightsleadersintostrategicplanning.Sharemarketingcalendarsandbusinesschallengesproactively.MakesuretheCEOknowsthattheinsightsteamwantstohelpdrivetheAIagenda.

2.Investinintegration,notjusttechnology:

Technologyusagecorrelateswithsatisfaction,butonlywhenproperlyintegrated.Before

addingnewtools,audityourcurrentdatalandscape.Addressfragmentation

systematically.

3.Prepareforcontinuousinsights:Connected

organizationsoperatecontinuously,not

project-by-project.Startbuildingcapabilitiesforreal-timeconsumerlisteningandrapid

responseloops.

ZappiConfidential&ProprietaryInformation

THECONNECTEDINSIGHTSIMPERATIVE2025

Implications forinsightsprofessionals

2.

Leadtheintegrationeffort:You

understandthedatalandscapebetterthananyone.Takeownershipof

fragmentationchallenges.Proposeintegrationsolutions.Buildbridgesbetweensystemsandteams.

1.

Becomebusinessarchitects:Move

beyondadvisoryroles.Satisfaction

peakswheninsightsprofessionalsareviewedasstrategicpartners.Positionyourselfasabusinessarchitectwhohappenstouseconsumerdata.

4.

Embracetechnologyastheenabler:Thecorrelationbetweenorganizational

maturityandtechnologyusageisn't

coincidental.Technologydoesn'treplaceinsightsprofessionals—itamplifiestheirimpact.InvestinlearningAIand

automationtools.

3.

Developcontinuouscapabilities:

Project-basedthinkinglimitsimpact.

Buildcapabilitiesforongoingconsumerconversation.Designsystemsthat

surfaceinsightscontextuallyatdecisionpoints.

THECONNECTEDINSIGHTSIMPERATIVE2025

IntroducingLevel4:

Theaccelerated

organization

LastyearZappiintroducedTheConnectedInsightsFramework.Theframeworkhighlights

manyareasoffocusinwhichbusinessleaders,particularlyinsightsandmarketingleaders,mustpartnerinordertodrivechangeviatheinsightsfunction.Itasksaseriesofquestionstoenableindividualstoself-assesstheirlevelofmaturity.

Downloadthefullframework

Whilemostorganizations

aspiretoLevel3:Connected,leadingcompaniesarealreadypioneeringLevel4:

Accelerated.

TheLevel4advantage

InLevel4,consumerunderstandingisn'taseparateactivity.Instead,it'sembeddedindailyoperations,andaccessbecomesacceleratedwithAI.

AIadoptiontoleveragecentralized

consumerdatarepresentstheultimatebridgebetweenmarketingandinsights.

Insightsbecomeanindistinguishablepartoftheconsumer-centricoperatingmodel.

This,inturn,speedsupdecision-makingtodrivebusinessoutcomesfasterthanever

before.

Level4organizationsdon'tjusthave

connectedinsights—theyhaveaccelerateddecision-making.

Level4characteristics

Level4organizationshavethesecharacteristicsincommon:

Role:Architects

People:Insightsworkisintegratedandembeddedintootherfunctions.Theinsightsexecutiveandleadershavestrongrelationshipsacrosstheentireexecutiveteam.Ratherthanaseparatefunction,insightsbecomespartoftheorganizationaloperatingsystem.

Process:Insightsprocessesruncontinuously.Requestsareprocessedanddeliveredviaalignedpartnersandtechnologies.Agenciesalignand

harmonizedatathatiscontinuouslyconnectedacrossorganizationalareas.Theinsightsfunctioninformsoutputs—directlyinfluencingwhatthe

organizationproduces.

Level4characteristics

Level4organizationshavethesecharacteristicsincommon:

Technology:Technologyisn'tjustusedfrequently,it'sseamlessly

integratedintobusinessprocesses.AIandautomationhandleroutine

analysis,freeinghumansforstrategicinterpretationandactionplanning.

Data:Dataflowscontinuouslyandcontextually.Ratherthandata

warehousesorevenconnectedsystems,Level4organizationshavedata

ecosystemsthatautomaticallysurfacerelevantinsightsatdecisionpoints.

Consumer:Consumersaren'tjustattheheartofdecision-making—they'repartoftheongoingconversation.Real-timefeedbackloopsandcontinuouslisteningreplaceperiodicresearchprojects.

ThepathtoLevel4

Buildtechnicalinfrastructure:

Level4requiressophisticated

technicalcapabilities.Investindataplatformsthatenablecontinuous

connectionandautomatedanalysis.

Connectednesscomesfirst(Level3):

BeforepursuingLevel4,ensureyou'veachievedLevel3.Connectedinsights

providethefoundationforacceleration.

Createfeedbackloops:

Replaceperiodicresearchwith

continuousconversation.Buildsystemsthatcaptureconsumerresponseto

businessactionsandfeedthatlearningbackintostrategy.

Developorganizationalcapability:

Level4isn'tjustabouttechnology.It'saboutembeddinginsightsthinking

throughouttheorganization.Train

non-insightsprofessionalstoconsumeandactoninsightseffectively.

THECONNECTEDINSIGHTSIMPERATIVE2025

TheCEOasLevel4champion:Leadingtheconsumer-first

transformation

RequestafreecopyofThe

ConsumerInsightsRevolution

bookfortipsonhowtogetyourorganizationonboardwith

transformation.

CEO|CMO|Insightstriad

TheCEOiskeyinthesuccessofaLevel4approach,buttheywon’tdoitalone.Level4requiresunprecedentedcollaborationbetweenCEO,CMOandinsightsfunction.Organizationsneedathree-waypartnership.Eachbringsessentialcapabilities:

Insightsfunction:

Consumer

understanding,

datainterpretation,analyticalrigor

CMO:Market

strategy,brandvision,customerexperience

leadership

CEO:Organizationalauthority,resourceallocation,board

alignment

ThispartnershipiscriticalbecausetraditionalboundariesblurinLevel4.Sharedaccountabilityisthepathtowardsuccess.

CEOsmustholdCMOsaccountableforconsumer-drivenbusiness

outcomes,notjustmarketingmetrics.CMOsmustensureinsightsteamsinfluencebusinessstrategy,notjustcampaigntactics.Insightsteams

mustdeliverbusinessimpact,notjustresearchreports.

Let’sgothrougheachoftheserolesinthefollowingpages.

CEOsmustdriveLevel4

Level4transformationcan’thappenfromthebottomup.ItrequiresCEOleadership,visionandcommitment.Whileinsightsteamsand

CMOsprovideexpertiseandexecution,theCEO(ortheP&Lowner,presidentofabusinessunit,etc.)mustbetheprimarydriverof

organizationalevolutiontowardconsumer-centricarchitecture.

OnlyCEOspossesstheorganizationalauthoritytobreakdownthesilosthatpreventLevel4transformation.

Datafragmentation(thetopbarriertoeffectivelyusingconsumerinsights)stemsfromdepartmentalboundariesthatprotectlegacysystemsandprocesses.CEOsmustmandateintegrationacross

finance,operations,technologyandmarketing.

Ourdatarevealsthatconnectedorganizationsachieve

significantlyhighersatisfactionoftheinsightsfunctionaswellastherelationshipbetweeninsightsandmarketing.InLevel4,thistranslatestofundamentalcompetitiveadvantage.CEOs

whofailtodrivethistransformationwillwatchcompetitorswithembeddedconsumerintelligenceoutmaneuvertheminreal-timemarketresponses.

With44%ofcompanieshiringforAIanddataintegrationroles,

CEOsarealreadycommittingsignificantresourcesto

technologicaltransformation.ButwithoutCEO-driven

consumerfocus,theseinvestmentsriskbecomingexpensiveautomationprojectsthatmissmarketopportunities.

TheCEO'sLevel4leadershipagenda

AsaCEOdrivingtheLevel4agenda,focuson:

Setthevision:CEOsmustarticulatewhy

consumer-centricitydrivesbusinesssuccess.Thisisn'taboutbeingcustomer-friendly—it'saboutcompetitivesurvivalinAI-accelerated

markets.

Allocateresources:Level4requiresinvestmentintechnology,talentandorganizationalchange.

CEOsmustallocatebudgetsthatreflect

consumerinsightsasinfrastructure,notexpense.

Modelthebehavior:CEOsmustvisiblyuse

consumerinsightsinstrategicdecisions.When

CEOsreferenceconsumerdatainboardmeetingsandstrategicplanning,theorganizationfollows.

Removebarriers:CEOsmustactivelyeliminate

organizationalbarrierstoLevel4transformation.Thismeansoverrulingdepartmentalresistance

andlegacysystemprotection.

CMOs:Howtopositionyourselfto

supporttheCEO|CMO|Insightstriad

CMOsandothermarketingleaderslookingtosupporttheCEOinthepathtowardLevel4shouldfocusonthesekeyareas:

Sharestrategiccontext:Provideinsightsteamswithbusinessstrategycontexttheyneedtodeliver

relevantintelligence.Sharecompetitiveintelligence,marketexpansionplansandstrategicpriorities.

Championinsightselevation:UseyourrelationshipwiththeCEOtoelevateinsightsfromtacticalsupportto

strategicpartnership.Advocateforinsights

representationinstrategydiscussionsandboardpresentations.

Modelintegrationbehavior:Showotherdepartmentshowtoeffectivelypartnerwithinsights.Your

relationshipwithinsightsteamsbecomesthetemplatefororganization-widecollaboration.

CreateCEOawareness:IncludeinsightsleadersinCEOinteractions.WhenpresentingconsumerstrategytotheCEO,bringinsightspartnerstodemonstratetheirstrategicvaluedirectly.

Insights:Howtopositionyourselfto

supporttheCEO|CMO|Insightstriad

InsightsprofessionalslookingtosupporttheCEOinthepathtowardLevel4shouldfocusonthesekeyareas:

Anticipatestrategicquestions:CEOsthinkabout

competitivepositioning,marketexpansionandshareholdervalue.Positioninsightstoanswer:Howdoconsumertrendscreatenewmarketopportunities?Whichcompetitormovesshouldweanticipatebasedonconsumerbehavior?What

consumershiftsthreatenourcurrentbusinessmodel?

SpeakCEOlanguage:Transformconsumerinsightsinto

businesslanguage.Insteadof"satisfactionscoresincreased12%,"say"consumersatisfactionimprovementscorrelate

with3%revenuegrowthbasedonhistoricalanalysis."Connecteveryinsighttofinancialor

operationaloutcomes.

QuantifyintegrationROI:HelpCEOsunderstandthe

financialbenefitsofconnectedinsights.Calculatethe

costofduplicatedresearchefforts,missedopportunitiesfromslowdecision-makingandrevenuepotentialfrom

fasterconsumerresponse.

Becomeabusinessintelligencepartner:Don'twaitfor

researchre