This career area is about finding insights to drive better decisions in any organization. These insights are usually either market related or customer focused and are used by internal clients to improve their performance. What is typically used to obtain insights is primary / secondary research and data analysis using a broad range of methods.

Market related insights help internal stakeholders design strategies to grow the business and would include competitor analysis, estimating the size of a potential new market, growth opportunities, regions/countries to target and brand health assessment.

Customer focused insights help the organization optimize the marketing and sales of their products/services. Potential projects in this area would include: customer segmentation; advertising strategy design, target and execution; channels to reach potential customers, features/price/packaging of products/services; customer service priorities, etc.

In addition, insights are also used for corporate needs such as employee satisfaction assessment and retention strategies or sustainability benchmarks.