Priorities

Consumer Insight

/ What we do

Helping the consumer insight community to improve the effectiveness of their function and, ultimately, the performance of their companies as a whole.

Through peer-to-peer learning and being exposed to exciting new methodologies, this group of global client-side market research leaders learn how to evolve their functions towards playing an increasingly central role in their company’s transformation. From a marketing stakeholder view-point, this often focuses on delivering actionable insights to inform unifying marketing strategies.

The Insight Forum is WFA’s newest peer-to-peer group and now boasts 150 consumer insight professionals from WFA’s member companies. The group is the only global network for global client-side consumer insight leaders.

It welcomed its first Chair in 2016, Elinor Bateman, Director of Brand Insight and Sponsorship at Barclays.

Primary areas of focus

Methods

Exploring innovative new methodologies as well as understanding how to get more value from existing approaches; such as brand trackers.

Practises

Understand how to make the CI function operate more effectively with its multitude of stakeholders, from marketing all the wy to board level.

People

Developing consumer insight talent into new areas and levels of proactivity. To evolve the function to the status of an internal strategic consultancy.

Contact us

For more information or questions, please contact Robert Dreblow
at r.dreblow@wfanet.org.