Summary
Digital disruption has created an environment in which customer and competitive change are happening at much faster rates, leading stakeholders to increase their demands for more innovative, agile, and deep insights. This, in turn, is forcing market insights to evolve and significantly change how it works. At a high level, market insights must become more proactive, predictive, and agile; work more effectively with too little (incomplete) or too much (big) data; greatly improve the integration of data and insights; impress stakeholders with deliverables; and influence change to maximize the ROI of insights. In this report, Forrester drills down into how market insights must change. We'll describe what an evolved market insights information supply chain looks like and show you what process changes need to happen at each of three key phases in the insights value chain — insights capture, insights analysis, and insights delivery and activation — to allow market insights to become more efficient and influential in the age of digital disruption.
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