The problem for research leaders today
Many feel under-utilised & almost all suggest they appear to have less influence than they had in the past.
With regard to the cause of this ‘demotion’, many cite the rise of executive interest in Big Data & Analytics. It seems that customer research is now often viewed as the poor relation to a more ‘modern’ data analysis solution.
The fact that market or customer research often still sits in a different department, to data & analytics teams, can exacerbate the problem.
Too few companies yet bring all these components of holistic customer insight together.
Yet, despite this apparent ‘doom & gloom‘ for research professionals, the wind appears to be changing in the wider marketing community. At the start of 2016 a number of data & marketing leaders were asked for their predictions as to key themes for the year. Many cited the need for more focus on emotion. We’ve shared some content on that previously.
Beyond even more emotional marketing, in this though provoking piece, Bruce Tempkin shares the criticality of engaging with emotion when designing better customer experiences:
So, if marketers & CX leaders need to better engage with people’s …