Consumer insights (CI), market research, consumer intelligence — all different names that typically represent the same thing: teams whose remit is to understand and represent their brand’s consumer. Sure, it’s simple to understand, but it’s difficult to execute. We find that while most B2C companies have some insights or research function (98 percent!), dissatisfaction with CI teams is high: Fifty-seven percent of B2C marketing decision-makers agree that the CI team takes too long to deliver the insights they need, and 54% agree that the insights the team delivers are not actionable.
Successful Consumer Insights Teams Are Strategic But Also Fast
How do successful CI teams behave? Speed and strategy are the mandates. High-performing CI teams are evolving from traditional research roles into strategic partners embedded in the business. In fact, of the CI teams we interviewed, many not only service marketing functions but also service growth or strategy functions. These teams are expected to deliver insights that are:
Fast. Quick-turn research is now the baseline.
Outcome-oriented. Projects must tie directly to business decisions.
Strategic. CI pros must act as both researchers and strategists.
There’s No “One Size Fits All” CI Team Structure
I often get asked about how CI teams should be structured. The answer? One size doesn’t fit all. But the common themes of what influences a CI team’s structure do, indeed, apply to all: the company’s portfolio, size, maturity, and data culture.
In my new report, The State Of Consumer Insights Teams, 2025, I address what influences a CI team’s structure, their roles and responsibilities, and needed skill sets, as well as what’s important to their vendor partnerships. To complement the report, we’ve also published an RFP template and a role profile, with a maturity assessment upcoming.
Forrester clients, if you have questions about consumer insights teams and/or what’s going on with consumer behaviors, feel free to schedule a guidance session with me.
