At a CMO panel at the ANA Masters of Marketing conference, the moderator, Randall Rothberg of Booz Allen Hamilton, asked, “What is the difference between research and insights? Rebeca M. Johnson, Brinker Corporation (restaurant chain) said:
Researcher is good at technical tools…quantitative and qualitative. Insights provider uses those tools to provide actionable recommendations to the company. They manage with research but lead with insight. It’s a difficult person to find, so we’re nurturing them on our own.
Is market research dead without insights?