It is no secret that research driven insights can exponentially increase the value that firms deliver to customers. Yet despite the abundance of data and research in today’s market, insights are relatively rare. Forrester found that 40% of the insights delivered from Customer Insights teams are not actionable. Actionable insights appear to be the missing link for companies that want to drive business outcomes from their research. So, what can researchers do to achieve more actionable insights?
Kate Thomas (Head of Customer and Insights, Spark New Zealand), Simon Curran (CEO and Founding Partner, Shine) and Camryn Brown (Associate Director, Advisory Services, EY), form a panel to tackle this issue. They draw on case studies to demonstrate how valuable insights can be developed and proffer techniques to assist the successful diffusion of insights within firms.
Kate is Head of Customer & Insight at Spark New Zealand, leading a strong team who research, analyse and test to better understand customer behaviour and needs. Her main areas of focus are around brand development, building the customer experience and innovation programmes and emerging market strategy. An action oriented and results driven leader at Spark, Kate’s focus is on how insights drive business priorities to deliver strong customer and commercial outcomes.
With a background in marketing and communication, Kate joined Spark in 2014 after 10 years in the advertising industry. She has a strong vision for the role Spark can play in New Zealander’s lives. Technology will continue to transform the way we live, and Kate wants to be part of a team that shapes this.
She is married to Andrew, an art dealer and lives in Mt Albert with their 5 year old son Leo and a whippet called Scout. If not at work or at home negotiating with Leo to eat more greens, you can find her on a yoga mat working toward the 200 hour teacher training.
Simon is the co-founder and CEO of Shine, a creative and strategic consultancy. Shine partners with organisations of all sizes and types, from New Zealand's largest and most well known brands, through to start ups and entrepreneurs. The Shine team consists of exceptional creatives, strategists, designers and business consultants, all passionate about creating value for Shine clients.
Camryn has over fourteen years of consulting experience, in both New Zealand and the United States, across a range of industries including financial services and insurance, technology, power and utilities, and consumer products. Prior to joining EY in San Francisco in 2008, he was part of the Transformation Consulting practice of Capgemini in both the US and New Zealand. He has also worked as an Account Manager in advertising.