Turning insights into action. Although information has never been this accessible and data this abundant, brands and insight professionals are on a continuous quest for deep consumer insights. Yet the true challenge lies in activating these insights as CMI managers feel that only 45% of their research spending actually leads to business impact. Why is it that marketing research is struggling to drive impact? Are research professionals stuck in an executional role? How do we change the role of insight professionals within the organization and turn the CMI team into a valuable business partner?

The road to true insight activation isn’t one that can be travelled overnight; it requires a deliberate change in an organization’s mindset, infrastructure and culture. This paper highlights a 6-step framework towards insight activation, comprising six maturity levels with action points for today, tomorrow and the future.