Connected Insights Framework
What role do consumer insights play at your organization?
1
Is consumer feedback isolated and distant from business decisions?
2
Or, does consumer input guide strategy and shape what you do at your company every day?
3
At Zappi, we believe the role consumer insights play is rapidly changing.
4
Consumer insights teams used to be order-takers, delivering insights one project at a time. As a result, their impact was limited.
5
Today, world-class companies are on a mission: to connect consumer data & insights, company wide.
6
When businesses reach this transformational state, consumer insights truly shape the way business is done, and businesses can unlock new levels of consumer understanding.
At Zappi we call this...
Connected Insights
- People
- Individuals do the work
- Reactive stakeholder engagement
- Process
- Ad hoc projects
- High dependency on outsourcing
- Agencies in used for project management
- Tech
- Seldom or never used
- Decentralized
- Data
- Disconnected data management
- Stakeholders have point-in-time impact only
- Consumer
- Consulted occasionally
- Sit at the periphery of decision making
- Point-in-time impact only
- People
- The team does the work
- Proactive stakeholder engagement
- Process
- Separate programs
- Medium dependency on outsourcing
- Agencies used for program management
- Tech
- Often used
- Shared
- Data
- Siloed data management
- Stakeholders have partial access to insights
- Consumer
- Involved on a recurring basis
- Reflected in decision making
- Sporadic & uneven impact
- People
- Work done by a function
- Collaborative and assertive
- Process
- Systematized
- Low dependency on outsourcing
- Agencies in charge of data generation
- Tech
- Constantly used
- Centralized
- Data
- Connected data management
- Democratized
- Consumer
- Integrated on an ongoing basis
- Heart of the decision making
- Sustained competitive advantage
Level 1
Disconnected
Order-takersLevel 2
Fragmented
AdvisorsLevel 3
Connected
Strategic partnersLearn more
At Zappi, we’re on a mission to enable Connected Insights for every business, putting the consumer at the heart of decision making. Sign up to download a copy of the framework as well as to get resources, inspiration, and help along the way.