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Improve The Impact That Insights Have On Marketing


Improving the impact that insights and research have on marketing is one of the critical issues we face both as researchers and marketers. But we often don’t know where to start or choose different paths to meet the challenge.

Other industry research initiatives, including our own GRIT study, have focused on the process or business of market research, but rarely on the actual use cases for research as a critical business function that produces real organizational impact. Well, we think it’s time to change that sad state of affairs and we’re starting with…a research study of our own!

By sharing your knowledge and experience in our survey, you can now help to identify the best practices in executing and using insights to increase marketing effectiveness. Your input will uncover the good, bad, and ugly of conducting and deploying insights to drive marketing outcomes. It goes without saying that you will receive the full report once the study is completed.

Marketing and research should be a close alliance. This study by Gen2 Advisors, InSites Consulting, and GreenBook explores where the connections are strong, where they can be made stronger and how we can accomplish that.

After the survey results are in, we will interview senior researchers and marketers at some of the world’s top companies to provide additional insight and real-world examples.

The survey should take about 15-20 minutes of your time. It may seem like a lot to ask, but the report you will receive in return will be more than worth it.


Our sincere thanks for your participation,

Gregg Archibald

Niels Schillewaert

Lenny Murphy

Managing Partner

Managing Partner

Editor in Chief

Gen2 Advisors

InSites Consulting


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