The Global Research Business Network (GRBN) and Cambiar Consulting announce that GRBN has approved Cambiar as the first partner to offer training in the measurement of the business impact of Insights using GRBN’s Invest in Insights framework and related tools.
Building on a series of studies conducted by GRBN, Boston Consulting Group, Cambiar and the Yale Center for Consumer Studies, as well as in-depth interviews with Heads of Insights currently measuring their business impact, GRBN has created a framework for measuring the return on investment Insights delivers to a business. In January 2018 issued a comprehensive handbook, Invest in Insights, of how to go about measuring the ROI and business impact of Insights.
GRBN, together with its chosen partners, is launching a range of consultancy and training services designed to enable client Consumer Insights functions to effectively measure their impact, both quantitatively and qualitatively, on their stakeholders’ businesses. Now, GRBN and Cambiar have teamed together to offer onsite training courses designed to assist Consumer Insights functions in instituting their own measurement systems. These courses will be offered globally.
Andrew Cannon, Director of GRBN, explains: “Measuring the impact of Insights is the precursor to actually increasing the value Insights delivers to the business. Additionally, research shows that those Consumer Insights functions that actually measure the impact of what they do on the business garner greater respect, bigger budgets and larger resources. It is one of GRBN’s missions to spread this practice as far and wide as we can throughout the global research community in order to strengthen the power Insights has to impact decision-making and to shout about the amazing returns available to companies that really invest in insights generation. Embedding the discipline of ROI measurement in an organization is not easy but, with the Handbook and now this ability to train Insights functions in situ, we believe it is not only desirable but infinitely possible. We are delighted to have Cambiar as our partner in this venture.”
Simon Chadwick, Managing Partner of Cambiar, added: “The jury is in. Measuring the impact of what you do on the business is inextricably linked with respect, budgets and resources. It’s now time to take this news out to the MR community as a whole and to enable practitioners to measure what they do as integral part of their jobs. Cambiar is honored to have been chosen by GRBN to be a part of this initiative.”
GRBN has set up a website, roiofinsights.com, dedicated to measuring ROI and demonstrating the business value of Insights. The GRBN Invest in Insights Handbook, as well as related resources, can be accessed from this knowledge hub.
About GRBN (grbn.org)
The Global Research Business Network connects 45 research associations and over 3500 research businesses on six continents. More than US$25 billion in annual research revenues (turnover) are generated by these businesses. GRBN’s mission is to promote and advance the business of research by developing and supporting strong autonomous national research associations and undertaking global industry initiatives.
About Cambiar (www.consultcambiar.com)
Cambiar Consulting is the world’s premier management consulting firm specializing in the marketing research, analytics and insights industries. Our senior consultants advise both buyers and suppliers of insights on best practices in strategy, operations, marketing and technology. As part of this, we offer training courses in the art and science of translating insights into business impact.