From introvert to extrovert: The changing nature of insight teams

For many years, market research was a recessive function. Tucked away in marketing’s backroom, its managers asked consumers what they wanted and reported the results with scrupulous objectivity.
Researchers – bookish, pernickety, introverted types – worked in the shadows of their more outgoing product and brand management colleagues.
But modern consumer insight lives by different rules.
Digital platforms bring better, faster sources of information. Data science is being us