What role do consumer insights play
at your organization?
Is consumer feedback isolated and
distant from business decisions?
Or, does consumer input guide strategy and shape what you do at your company every day?
At Zappi,
we believe the role consumer insights play is rapidly changing.
Consumer insights teams used to be order-takers, delivering insights one project at a time.
As a result, their impact
was limited.
Today, world-class companies are on a mission:
to connect consumer data & insights, company wide.
When businesses reach this transformational state, consumer insights truly shape the way business is done, and businesses can unlock new levels of consumer understanding.
At Zappi, we call this…
Connected Insights
Explore the Connected Insights framework below.
State of insights
Disconnected
Fragmented
Connected
Role of insights
Order-takers
Advisors
Strategic partners
Who does the work?
Individuals
A team
A function
What is the stakeholder engagement model?
Reactive
Proactive
Collaborative and assertive
How is the work organized?
Ad hoc projects
Separate programs
Systematized
What is the dependency on outsourcing?
High
Medium
Low
What role do agencies play?
Project management
Program management
Data generation
How frequently is technology used?
Seldom or never
Often
Always
How is technology implemented company wide?
Decentralized
Shared
Centralized
What is the data management approach?
Disconnected
Siloed
Connected
What access level do stakeholders have to insights?
Point-in-time impact only
Partial access
Democratized
What is the role of the consumer?
Consulted occasionally
Involved on a recurring basis
Integrated on an ongoing basis
Where does the consumer sit related to business decisions?
Periphery of decision making
Reflected in decision making
Heart of decision making
How much business impact does the
consumer have?
Point-in-time impact only
Sporadic, uneven impact
Sustained competitive advantage
LEVEL
PEOPLE
PROCESS
TECH
DATA
CONSUMER
LEVEL 1
LEVEL 2
LEVEL 3
At Zappi, we’re on a mission to enable Connected Insights for every business, putting the consumer at the heart of decision making.
Sign up to download a copy of the framework as well as to get resources, inspiration, and help along the way.
State of insights
Disconnected
LEVEL 2
LEVEL 3
Role of insights
Order-takers
Who does the work?
What is the stakeholder engagement model?
How is the work organized?
What is the dependency on outsourcing?
What role do agencies play?
How frequently is technology used?
How is technology implemented company wide?
What is the data management approach?
What access level do stakeholders have to insights?
What is the role of the consumer?
Where does the consumer sit related to business decisions?
How much business impact does the
consumer have?
Individuals
Reactive
Ad-hoc projects
High
Project management
Seldom or never
Decentralized
Disconnected
Limited access
Consulted occasionally
Periphery of decision making
Point-in-time impact only
PEOPLE
PROCESS
TECH
DATA
CONSUMER
A team
Proactive
Separate programs
Medium
Program management
Often
Shared
Siloed
Partial access
Involved on a recurring basis
Reflected in decision making
Sporadic, uneven impact
Fragmented
Advisors
A function
Collaborative and assertive
Systematized
Low
Data generation
Always
Centralized
Connected
Democratized
Integrated on an ongoing basis
Heart of decision making
Sustained competitive advantage
Connected
Strategic partners
Low
LEVEL 1
LEVEL 2
LEVEL 3
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State of insights
Disconnected
Fragmented
Connected
Role of insights
Order-takers
Advisors
Strategic partners
LEVEL
LEVEL 1
LEVEL 2
LEVEL 3
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