In 2020, Quirk’s annual Q Report looked at how researchers were handling the challenge of redefining insights and identifying the skills necessary to survive the unknown. This year, as the marketing research and insight industry continues to face a changing economy, we dug into the ways client-side researchers would most like to improve internal communications and better understand why some stakeholders do not look to the insights function first when making important business decisions.  

In the survey, we asked respondents to think of a time when internal stakeholders didn’t include the insights function in important business decisions and gave them a list of possible reasons. Lack of awareness of the insights function’s capabilities was the top choice (26%) with stakeholders using other internal data to understand the issue close behind (21%). 

We also asked an open-ended question, “In what areas would you most like to improve your ability to communicate with internal departments or internal stakeholders?”

While there were a wide variety of responses, including a respondent who stated they have “complete buy-in for the customer insights function,” many pointed to the struggle to establish credibility and convey the power and importance of insights: 

[For a deeper dive into the verbatims from the 2023 Q Report work life and salary and compensation study, check out Quirk’s Editor Joseph Rydholm’s article, “Better communication seen as key to defining, enhancing researchers’ role and internal standing”.] 

To in effort to promote conversations within the industry about ways researchers can develop lines of communication, establish credibility and foster stakeholder relationships, we decided to look at tips from client-side researchers who are passionate about ensuring insights are not only communicated throughout an organization but also acted upon. 

“Apply what you’re already skille...