PSILOG

This week Philip will give a workshop on BIMIA (business intelligence and marketing intelligence engineering) at the ESOMAR Congress in Montreux and will address the root causes of the fact that most companies intelligence infrastructure looks more like slums than well planned suburbs. He will address the challenges global intelligence and insights managers face today.

Insights as a function is, or should, predominantly...

Insights as a function is, or should, predominantly be focused on understanding the market in which the company operates and this starting from the customer’s perspective. Their core role is to bridge the gap between management (both strategic and tactical) and the customer. They’re the ultimate spokesperson for customers in the company.

The biggest shift that we have seen and advocate in Insights Engineering in the past few years however do not occur in what information/programs are relevant for companies but in how the information is collected and disseminated in a relevant way.

Insights and marketing research professionals typically have been slow in adopting news ways in which customers and consumers want to share information. Slow adoption of web (2.0) enabled methodologies both for “asking questions” and “sharing outcomes”. We have and will continue to advocate that adoption of web 2.0 characteristics in sights generation will be crucial to keep in touch with target groups and customer groups alike.

Find out more about it in the ESOMAR Montreux Workshop, listen to the podcast or view the documentary upon release

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