Measuring Business Impact of Insights: Results from the 2023 GRBN Survey

MRS and the Insights Association launch the results of the 2023 GRBN Business Impact Maturity study. This project, now in its third wave, uses a maturity model to understand the evolution of insight within client-side organisations.

In 2023 MRS and the Insights Association joined forces with the Global Research Business Network (GRBN) to undertake a new wave of the GRBN business impact maturity survey. 

The Boston Consulting Group (BCG) developed the initial insights business maturity model in 2008 and updated it in conjunction with Cambiar and Yale University in 2015. Based on that work, BCG and GRBN collaborated to understand the influence of impact measurement on companies’ insights standings. The 2023 research, conducted by Cambiar and supported by Jibunu, updates the project, benchmarking the progress which insight functions have made since 2015.

The 2023 survey generated organisational maturity scores for participating organisation by collecting data from participants in three categories: consumer insights managers and professionals, business partners and stakeholders of consumer insights; and senior management. 

The webinar will present the aggregated results from participating UK, US and international client-side organisations drawn from MRS’ and the Insights Association’s membership communities.         

What you’ll learn:

• The GRBN global maturity model of insight functions benchmarking changes since 2015
• Identification of maturity drivers for effective insight teams
• Assessment of the barriers to maturity for insight functions
• Identification of the steps needed to address the barriers to maturity
• Review of the improvements in insight functions from 2015