Research Knowledge

How leading insight teams combine research and data analytics

Posted on Wednesday 23 October 2019

Mail Metro Media Strategy / 5 minutes of reading / By ICG Member Mike Stevens

Insight is changing fast. 

Understanding users and consumers now involves a crowd of related teams, skillsets and methods: research, data science, UX feedback, customer experience, digital marketing, e-commerce, business intelligence …

Insight leaders are juggling all this complexity as they transform their teams. They are contending with new data sources, software tools, team members, reporting lines and stakeholder expectations.

So how are they doing it?

That question was the inspiration for a panel discussion at the 2019 IIEX Europe Conference. Four insight leaders from Nestlé, TurnerJust Eat and Mail Metro Media shared their experiences as they navigate this fluid environment and build combined research and data analytics teams.

In this series of short interviews with these leaders, we touch on 4 key aspects of each brand’s insight transformation.

In this article, Becky Hillcoat – Senior Strategic Research Manager with Mail Metro Media. Mail Metro Media is the commercial arm of the publishers of newsbrands such as Daily Mail, MailOnline and Metro, and is the UK’s number one news brand reaching 1 in 5 UK adults every day.

Read full interview here.

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