By Lucy Tesseras

Insight is “moving out of the shackles” of being the exclusive property of marketing, according to new research by Millward Brown Vermeer carried out in partnership with Marketing Week and the Market Research Society.

The Insights2020 study finds the most successful companies are the ones where research, data and analytics drive customer-centric decision-making across the entire business, and that is also creating a new model for insight professionals with less traditional backgrounds and careers experience.

A higher than average percentage of companies classified in the study as ‘over-performing’ have an insight and analytics function that either leads the business strategy or reports Read full story ›

Source: Marketing Week