Insight activation is on many consumer insight managers’ agenda, with insights forming the core ingredient for decision-making throughout the business. Yet today, research often struggles to create an impact, as only 1 in 2 research users feels they achieve the expected return on insights. Insight activation does not happen overnight, it requires a shift in an organization’s mindset by educating stakeholders on the use of insights in stakeholder’s habits as well as in the infrastructure by stimulating the availability, the sharing and the use of insights.
Yet in order to be truly insights-led, we need to move from a reactive to a proactive insight management mode, where the right insights reach the right people without them even asking for or thinking about them. We believe this next level of research impact can be reached through a unique collaboration between AI and human researchers.
AI will (and does already) transform the research industry through its role in different phases of a research process, including the activation of insights where AI can function as a smart assistant, helping researchers spread meaningful insights throughout the organization. Today’s fast-paced reality requires stakeholders to take instant yet validated decisions. AI can truly add value here by feeding relevant data and insights to the right stakeholders at relevant moments. Imagine for example being in a meeting and wanting to understand which packaging solution bests fits your customers’ preferences; an AI assistant, like Galvin, our proprietary smart AI chatbot, could hand you all the insights based on previous research to fuel this decision-making.

And this goes beyond answering ad-hoc research questions in meetings or impersonating consumers when in need for inspiration. AI technology can serve as your personal CMI assistant, keeping you up-to-date on the consumer reality at all times. Being connected to a database of insights and meaningful observations, it can spot the insights which have the largest traction with your colleagues and feed this back proactively.
This future will necessitate a strong human-digital collaboration, with AI and machine learning algorithms assisting researchers in complex, repetitive or time-intensive tasks and driving proactive insight management.
Wish to learn more on how to reach a better return on insights? Then download our new paper highlighting a 6-step framework towards insight activation, comprising six maturity levels with action points for today, tomorrow and the future.