Zappi and the AMA partner to release a B2B survey of marketers and insights professionals about how they use data and connect insights in their businesses

Zappi, a leading consumer insights platform, has released a new report titled "The Connected Insights Imperative", in collaboration with the American Marketing Association (AMA). This comprehensive report delves into how marketers and insights professionals leverage data, connect insights within their organizations, and the role of AI in the insights function.

1. Insights Teams as Business Catalysts

• High Satisfaction: 83% of survey respondents express satisfaction with their company’s insights function.
• Influence on Decisions: 69% believe insights significantly influence business decisions. However, only 21% of companies have a dedicated insights department.
• Strategic Role: 52% view insights staff as strategic partners, while 31% see them as advisors. Yet, 17% still consider them as "order takers," indicating room for improvement.

2. Technology Adoption vs. Data Systematization

• Tech Utilization: 78% of respondents frequently use technology for consumer insights.
• System Challenges: Despite high tech usage, 59% report a lack of systematic handling of insights projects, often relying on disparate tools. Key challenges include budget constraints (40%), disconnected data (33%), and time limitations (28%).
• Data Fragmentation: 43% of respondents have disconnected or fragmented insights and data.

3. Data Maturity Levels

• Consumer Feedback and Data: 57% of respondents have achieved a high level of maturity in consumer feedback and data management. Zappi's Connected Insights Framework helps companies advance from "Disconnected" to "Connected."

4. AI Adoption in Insights

• AI Leadership: Insights professionals are at the forefront of AI adoption, with over 35% emphasizing the importance of AI for consumer insights.
• Importance of AI: 57% believe AI tools are crucial for effectively utilizing consumer data.

The "Connected Insights Imperative" report underscores the essential role of insights teams in shaping business strategies and highlights the need for improved data connectivity and systematization. Embracing these changes will enable companies to enhance consumer centricity and drive impactful decision-making.

The survey, conducted from April to June 2024, involved 715 marketers and insights professionals from brand-side organizations, marking the largest sample in an insights maturity study since 2009.