#45 - Customer Salience: How Insight Achieves a Seat at Many Tables

09/13/23 • 23 min

It’s a challenging time for the insight industry. But after successive Bellwether reports highlighting a downward trend in spend, new research from the IPA and stagnating customer service standards – the need for sound decision-making has never been greater.

In this episode, Danny Russell explains why aiming for a seat at the boardroom table might be a mistake, and how building a culture of customer salience – in which research has a seat at many tables – offers a greater opportunity to have tangible, operational impact.

To find out more about Customer Salience and the 4C model, sign up to the upcoming AURA decision making masterclasses in Manchester and London later this year. Or visit the FlexMR resource centre to grab a copy of the online toolkit.

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Presented by: Chris Martin, CMO @ FlexMR

Featuring: Danny Russell, Non-Exec Director & Strategic Advisor

For more info on FlexMR, visit www.flexmr.net
Or connect via LinkedIn / Twitter / Facebook

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Presented by: Chris Martin, CMO @ FlexMR

Featuring: Danny Russell, Non-Exec Director & Strategic Advisor

For more info on FlexMR, visit www.flexmr.net
Or connect via LinkedIn / Twitter / Facebook

Previous Episode

#44 - Simplicity, Staying Power and Informed Decisions

Both the marketing and research industries have undergone tremendous change in the last decade. Discovering the new role that insight teams play in the modern world is a challenge for many. In this episode, we explore the intersection of data, communication and company culture with award winning comms expert Lucy Davison.

Over the course of 30 minutes, we cover the major principles that researchers need to grapple with in order to effectively have long-term impact on organisational decision making. Developing an overarching customer narrative. The importance of repetition. Why insight needs confident advocates. And much more.

To find out more how researchers can become better communicators of data, and which industry myths should be on the chopping block – see Keen as Mustard, FlexMR and a panel of clientside guests at ESOMAR Congress this September.

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Presented by: Chris Martin, CMO @ FlexMR

Featuring: Lucy Davison, Founder and CEO @ Keen as Mustard Marketing

For more info on FlexMR, visit www.flexmr.net
Or connect via LinkedIn / Twitter / Facebook

Next Episode

#46 - How Researchers Become Decision Consultants

The role of research doesn’t end at the point of debrief. To create a successful, valued insight function it’s vital to engage with key business challenges, large and small. In this jam-packed episode, Nicola Stevens shares her experience building a research team from scratch – and the lessons learnt along the way.

We discuss the role of post-debrief decision sessions, the value of running small scale experiments, and the different ways of determining value. The episode also touches on the importance of honesty, outreach and the process of winning trust from colleagues across your business. So tune in to find out how your research team can grow into flourishing decision consultants.

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Presented by: Chris Martin, CMO @ FlexMR

Featuring: Nicola Stevens, Head of Insight at Close Brothers Motor Finance and Close Brothers Premium Finance

For more info on FlexMR, visit ⁠www.flexmr.net⁠ Or connect via ⁠LinkedIn ⁠/ ⁠Twitter ⁠/ ⁠Facebook