The state of connected insights in 2024

As businesses and organizations gather large amounts of customer data from various sources, the ability to integrate and interpret this information holistically becomes a critical competitive advantage.

Connected insights help businesses make smarter decisions, drive better advertising and innovation and enhance customer experiences by providing a comprehensive understanding of consumers, trends and patterns over time. 

But what does this really look like across organizations today? To find out, we conducted research with the American Marketing Association (AMA) to uncover the current state of connected insights and the insights function and the implications for CMOs and insights professionals. Read on for a summary of our key findings.

In the past, insights professionals have struggled to get a ‘seat at the table’ or be seen as a strategic partner during major decision-making moments. 

But fortunately, our research indicates that insights teams are currently viewed more favorably than ever before, with half of respondents stating that their insights function is viewed as a strategic partner. 

69% of respondents stated that consumer insights are “massively influential” over business decision making.

Most importantly, the majority of respondents stated that consumer insights are seen as massively influential over business decision-making at their companies.

However, it’s worth noting that 1 in 5 still state that insights teams at their organization are viewed as “order takers,” indicating that there is still room to improve how insights operate with their stakeholders and how they are viewed.  

The majority of respondents said their consumer insights projects are not yet handled systematically. 

Instead, they either use separate tools and programs or carry out projects ad hoc, with a combination of different vendors and technologies. 

When asked what the blockers were for using a connected insights system, respondents listed budget constraints, disconnected data and time constraints as the biggest.

However, even with these blockers, we found that insights professionals are more likely to state that their insights are systematized when compared to marketing and product/brand teams.

“A big benefit is being able to look back and see what worked and what didn't and theme the learning to focus on better product options in the future. We have learnings we can now apply and get smarter.”

- Amanda Addison, Senior Manager, US Menu Insights, McDonald’s

Most companies have yet to systematize their insights, but our data shows that when systematized and connected, this is a key driver for high satisfaction from both a team and project perspective. 

Here’s what respondents felt from a project perspective: 

Here’s what respondents felt from a team perspective:

This has massive implications for insights teams, from how they approach consumer data to how they approach their day-to-day and more. It’s also a clear indication of the benefits of connecting insights from a business decision-making standpoint. 

“Your team’s role isn’t to single-handedly run all the research in the business or to control access to consumer data. It’s to help and empower people across the organization to use meaningful consumer insights where and when they need them, so they make the best, consumer-oriented decisions. Your team can provide the competitive advantage of today: True consumer centricity.”

- Ryan Barry, President, Zappi

AI often stirs fears about technology taking over jobs, as machines become capable of performing tasks traditionally done by humans. However, embracing it can bring substantial benefits. 

For example, AI can handle repetitive and mundane tasks, allowing insights professionals to focus on more complex, creative and strategic activities. 

While most respondents agreed that AI is an important tool for leveraging consumer data, insights teams were recorded as being more willing to lean into AI and have a greater understanding of its importance overall.  

This indicates an openness within the insights function to embrace new ways of working, as well as a certain fearlessness to their approach — something brands need in their corner in order to succeed.  

“The future of insights is not less human. It’s actually using us as humans in a better way. It’s having humans understand how to partner with machines and working out how humans give you that competitive advantage.”

- Nic Umana, Global Agile Innovation Human Intelligence Director, Mars

From our experience working with insights leaders at some of the world’s most successful global brands, Zappi created the Connected Insights Framework to help companies identify where they currently stand and how to move from one phase to another. 

Having validated the model with our customers to address this challenge for more than a decade, our hope is that it will help the insights community at large put the consumer squarely in the center of everything businesses do.

The framework highlights many areas of focus in which business leaders, particularly insights and marketing leaders, must partner in order to drive change through the insights function. It asks a series of questions to enable individuals to self-assess their level of maturity.

As shown below, the core areas covered in the framework are: People, Process, Technology, Data, and the Role of the Consumer. 

As part of our research, we also reviewed the results of our survey through the lens of our framework and uncovered several takeaways on where the majority stands: 

1. 57% of insights teams surveyed appear to be working in a connected state (Level 3)

2. 52% of companies surveyed view insights teams as strategic partners (Level 3)

3. 59% of overall respondents do not manage insights in a systematic fashion (Level 1 or Level 2) 

For a full breakdown of what we were able to uncover through this lens, download the Connected Insights Imperative report here. 

This study from Zappi and the American Marketing Association is the largest known sample of respondents of any similar insights maturity study conducted since Boston Consulting Group’s original research in 2009. 

From our research, we conclude that systematizing insights is not only an important and growing trend, but a business imperative. Because of this, the companies that fail to improve their insights maturity may ultimately run the risk of being left behind.

To dive deeper into our findings and discover the implications for CMOs and insights professionals, as well as get a complete overview of the current state of connected insights, download the report below.