Report highlights pandemic impact on insight

'The Great Change Accelerator: client and partner perspectives on the future of insights' is based on roundtable discussions with 30 client- and supplier-side research leaders across the three countries, including BT, Carlsberg, L’Oreal, Mars and Prudential.

The organisations have co-produced the report as part of a recently formalised partnership, through which they will share resources, including compliance guidance, and publish joint research studies.

From a client perspective, insight has moved front and centre within organisations, rather than being an adjunct to marketing, and corporate researchers are being called on to produce more strategic foresight, according to the report.

On the research supply side, one of the key themes highlighted was the strengthening of the relationship with clients, with agencies being asked to work with clients earlier in the research process.

The report also explores the challenges facing both client and supply-side researchers, including an ‘industry language and lexicon barrier’ and the requirement to deliver more with less time, money and resources.

Jane Frost, chief executive of MRS, said: “These 30 sector leaders confirmed that the extraordinary events of last year saw demand for insight and evidence in board rooms increase exponentially. But they also highlighted how, if we are to keep our seat at the table, we must continue to demonstrate value through actionable insight.

“We need to be agile, and willing to adapt to changing needs, and I encourage the whole sector to read this report and join the conversation about our future.

“The collaboration between MRS, the Insights Association and The Research Society is already proving invaluable and we look forward to our next project together.”

MRS also recently published the Research Live Industry Report 2021.