Why Some Insights Work (and Others Don’t)
Consumer researchers do what they do because they love to ask questions, understand people, and surface human truths. But the real value of the work isn’t in the data itself – it’s in the actions the insights provoke.
Studies show that up to a third of research data goes unused, and up to 40% of reports add little or no value because they lack context, clarity, or a clear path to action. When insights aren’t built for impact, momentum is lost and opportunities are missed.
The difference between insights that shape big decisions and those that fade into the background often comes down to one thing: whether the findings are designed to spur movement.
What Makes Insights Work
The companies that get the biggest returns on their investment in research do three things differently:
Design with intent: Research tied to business objectives produces insights that make a difference.
Make it sticky: Clear, compelling stories inspire faster, more confident decisions.
Share so others will care: Insights that are shared across teams keep the customer at the center and create opportunity for greater impact.
This isn’t about collecting more data. It’s about putting what you learn to work. With the right approach and the right research partner, insight shapes decisions, drives momentum, and helps businesses grow smarter.
