In this episode of Now that's Significant, a market research podcast hosted by Michael Howard, Head of Marketing at Infotools,

we're joined by Elizabeth Oates, a seasoned insights leader and author of 'More Than Just Interesting'. Elizabeth shares her expertise on building impactful insights functions that drive business action.

Key points of discussion

1. The Role of Insights Leaders: Elizabeth emphasizes the responsibility insights leaders have to push businesses forward, advocating for actionable and impactful insights that shape business strategies.

2. From Insights to Action: She discusses the importance of starting with the intended action in mind to ensure insights are aligned with business objectives and lead to tangible outcomes.

3. Strategic Alignment: Elizabeth highlights the necessity for insights teams to align with organizational strategic goals, ensuring that insights are relevant and influential in decision-making processes.

4. Skills for Success: The conversation covers essential skills for insights professionals, including building partnerships and proactive planning, to enhance the impact of their work.

5. Future of Insights: Elizabeth shares her vision for the evolving role of insights in the age of AI and data analytics, stressing the continued importance of keeping the human element at the core of insights work.

Reflecting on Elizabeth's insights, how can your organization better align its insights function with strategic goals to ensure impactful decision-making?

If you found this discussion valuable, be sure to explore Elizabeth's book 'More Than Just Interesting' on Amazon, and listen to our other episodes for more expert insights into market research.

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Infotools Harmoni is a specialist market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

www.infotools.com

Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.