A strong start to 2024

By Crispin Beale, Behaviorally

As we approach the final quarter of 2023, it's time for insights professionals to roll up their sleeves and make the most of their remaining budgets. The end of the year is not just a time for wrapping up; it's your opportunity to prepare for a powerful start to 2024. In this article, we'll explore how you can leverage your resources and gain a deep understanding of consumer behavior and commercial priorities, all while championing the industry's leading minds and staying ahead of your competition in this ever-evolving landscape.

Understanding your consumers, commercial priorities and competition

To truly connect with your audience and drive business success, you must first understand what makes them tick. The final quarter of the year is an ideal time to dive deep into consumer insights and market trends. By doing so, you can align your strategies with consumer expectations and commercial priorities for the upcoming year. Making sure you understand the market and the competition is crucial as monitoring your performance in isolation is dangerous.

Remember, your customers are at the heart of everything you do. To serve them better, you need to anticipate their needs and preferences. Hot topics like sustainability, health and wellness and technology are at the forefront of consumer consciousness. Dive into these subjects to see how you can better support your customers in these crucial areas.

The need for speed: Embracing expertise and AI solutions

The pace of change in the business world is relentless. To keep up, insights professionals need to be on top of their game. This means not only having access to the latest data but also the expertise to interpret it effectively. In today's world, experts and AI solutions are indispensable tools for staying ahead.

AI has the power to process vast amounts of data rapidly and uncover insights that might otherwise remain hidden. By harnessing the capabilities of AI, you can make your insights efforts more efficient and insightful. It's time to embrace the power of technology to support your endeavors. AI allows results, better, faster and cheaper but like any tools, in the hands of the untrained AI can be dangerous. Make sure you or your suppliers have the expertise and experience to correctly apply and interpret these next-generation solutions.

Helping you accelerate toward 2024

Your role as an insights professional is not just about gathering data; it's about making a real impact on your brand’s success. As we approach 2024, it's crucial to position yourself as a partner who can help clients navigate the challenges and opportunities that lie ahead. Be proactive in your approach and offer valuable insights that can set the stage for a prosperous year.

Working around the clock, across the globe

At Behaviorally, we understand the importance of insights that can shape your business's future. With offices and teams spanning the globe via 13 hubs, we work tirelessly to provide world-class insights and solutions to the world's leading brands. Our commitment to excellence means we're available 24/7, 365 days a year to support your needs.

Championing industry talent

In the world of insights, the people behind the data are the real stars. We take pride in championing industry talent, from the leaders and innovators of Insight250 to Significant Insight’s 30 Under 30 professionals who are making waves in the field. These emerging leaders and experienced experts are driving innovation and shaping the industry's future.

Investing in your business

As 2023 draws to a close, remember that your insights budget is not just an expense; it's an investment in your business's success. By using this final quarter wisely, you can gain a deep understanding of your consumers, align with commercial priorities and position yourself as a valuable partner for your clients. Embrace technology, work with experts and champion the industry's talent to ensure a strong start to 2024. Let's make the most of these remaining months and set the stage for a prosperous year ahead.

About the author: 

Crispin Beale, president of Behaviorally, is based in London.

Beale is a distinguished leader in the field of customer success and serves as the group president at Behaviorally. In this role, he spearheads global customer success teams, passionately advocating for clients’ needs. Alongside his responsibilities at Behaviorally, Beale also holds the position of CEO at Insight250 and serves as a strategic advisor to mTab.

Beale boasts an impressive career, having served for over a decade on the Executive Management Board of Chime Communications. During his tenure, he held the esteemed position of Group CEO for renowned brands such as Opinion Leader, Brand Democracy, Facts International and Watermelon. Before his time at Chime Communications, Beale held key marketing and insight roles at BT, Royal Mail Group and Dixons. His professional journey began with a qualification as a chartered accountant, followed by a consultancy role at Cooper & Lybrand/PricewaterhouseCoopers.

As a testament to his expertise and industry influence, Beale has been a board director, and even chairman, of the Market Research Society for nearly two decades. Additionally, he served as the UK ESOMAR representative for over 10 years. Crispin has been at the forefront of leveraging technology and AI advancements, consistently pushing the boundaries of marketing, data and customer experience. He regularly contributes insightful articles to industry publications, actively driving the progression of the profession.