The InsightForum will take place in London on September 24 and the agenda for the inaugural meeting includes expert stimuli by BrainJuicer’s John Kearon on how observational and behavioural research can provide insights that guide marketing solutions and consultant Helen Trevaskis, who will talk about the challenges of delivering actionable insight.

The balance of the meeting will be led by WFA members, so they can share their experiences and knowledge in private with their global client-side peers. Like all WFA Forums, meetings will be held under Chatham House rules to encourage an open and honest discussion.

Research conducted by WFA and BrainJuicer ahead of the meeting found that few of the 32 WFA companies who responded were happy with the state of their organisations’ insight generation. Seventy-five percent would like to increase resources in this area. The research also named Coca-Cola, Procter & Gamble and Unilever as the best companies at generating insights.