Build The Case For Investing In Market Insights

In most organizations, market insights professionals struggle to link the insights they provide to actual business impact and value. This is at odds with executives, who are aligning their internal organizations to business goals; monitoring and measuring them against key performance indicators (KPIs); and potentially cutting products, processes, or people that do not produce results. By not being able to prove market insights' value, it's difficult for market insight professionals to make the business case for the continued, if not increased, funding they need to evolve as an organization. In this report, Forrester shows market insights professionals how to gain the needed proof points to show the value of insights and to build the business case for creating an insights organization that can add more business value.