How to market market research: The art of selling insights to marketers

Insights can only realize their full value if stakeholders are engaged and commit to using them. At Samsung we’ve been able to achieve this by using key tenets of marketing theory to disseminate our insights and engage our marketing stakeholders. We use this for everything from building our own insights brand to ensuring short-term impact of individual insight projects.

Taking this approach has raised the profile of the insight function up to board level, driven greater engagement in using insight throughout the business and has integrated insight into decision-making. Specific examples will be given of how Samsung and their research partner Redblue have achieved this, hopefully providing inspiration and ideas an insight team of any size can put into action.

Key takeaways:

1. Inspiration and ready-made ideas for marketing your insight team to the wider organization.
2. How partner agencies can help adapt the dissemination of insights for greatest reach and impact.
3. How to maintain an impact in a world of hybrid working.