Devoted to how insight is developed, shared and acted on
Customer Insight = A Strategic Asset
Are you managing it as such?
This authoritative report covers the full spectrum of issues affecting customer insight, from defining it and understanding it to proving its value and ROI.
It is a comprehensive, practical guide containing everything you need to know in order to develop a "best in class" Insight function.
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Recommended Reading
Insight as a Strategic Asset - The Opportunity and the Stark Reality
Winning paper at 2004 MRS Conference
Measuring the Value of Insight - It Can and Must Be Done
The paper addresses the thorny issue of whether Return on Investment from insight can be measured, but then makes the argument that ROI is not the issue - rather that insight results must be presented in financial terms if they are to deliver true value.
Clients and Agencies - From Relationships in Crisis to Powerful Partnerships
2007 MRS paper that analyses the problematic relationships between clients and agencies, suggesting practical solutions, but also suggesting that the 'industry' has to face up to some uncomfortable decisions.
Resources
Latest Tools
PDFs and BlackBerries
Converting your PDF to an email will ensure it’s easy to read for those using mobile tech such as a BlackBerry, whether they have a PDF app or notMost Recent Workshop
Workshop 7th March 2012
A day focused on knowledge sharing and team effectiveness, sharing final conclusions from the project work as well as sessions from Nationwide and UnileverLatest Project Report
Knowledge Sharing and Team Effectiveness
How knowledge is best shared within an Insight team to deliver the highest possible value but that also keeps work to a minimum and overcomes barriersLatest Training
Knowledge Sharing and Team Effectiveness
Webinar for Forum Members on knowledge sharing and the impact on team effectiveness (17 April 2012, 1-2pm)Latest Thinking
Surviving Reorganisation
Reorganisation is a big issue in major companies - especially for an insight team and it is happening with increasing frequency. Knowing how to protect the function itself and your people is vital.
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