Insights on Demand Consortium adds members

This means that more than 40 of the biggest consumer brands and digital agencies have now joined the industry-wide group it set up in January this year.  

The consortium’s aim is to develop and promote new ways of understanding consumers.

It held its first official meeting on 1 March where ITWP Group CEO Frederic-Charles Petit (pictured) presented the vision for the consortium to more than 30 attending members.

Mark Uttley, group strategy director at AKQA presented four core discussion topics that the group will focus on including: agility and speed; big data and data science; market research vs customer experience; and automation.

Uttley said: “Every industry eventually faces the disruptive force of innovation, so it’s no surprise – especially in an age of intense technology advancement – that market research is being forced into a rapid rate of change.”

Petit added: “The interest and participation in the consortium has been positively overwhelming. Our first meeting was a great success. I see a lot of runway ahead as we work to tackle issues that will help shape the future of consumer insights and market research in a way that benefits the members of this group and the industry at large.”