Take the simple (slightly light-hearted quiz) to see where your organisation fits in.

Which statement best describes how you feel after leaving a good research debrief
- I am inspired with ways to continue growing my brand(s)
- Actually, I don’t have time for debriefs, I have someone tell me the highlights later
- That was pretty interesting…Hup, now back to the emails
Which approach best describes your approach to investing in market research
- Most of what we need can be achieved by a ‘quick and dirty’ approach.
- We spend a lot of money but I am not always sure what value we get out of it
- We are ready to invest in good quality research and we get a lot of value out of everything we spend
In your view actually attending the focus groups yourself is good because...
- You can drink the free wine and catch up on your blackberry
- It deepens your personal understanding of the consumer and keeps you in tune with them
- You can skip the analysis stage and move on with the project after a few groups
Which best describes the level of consumer connectedness of your organisation
- All levels of people in key functions have regular, direct and meaningful contact with consumers and value these contacts
- We do consumer connection visits because it’s become the latest ‘buzz’ thing, but I am not convinced a lot really comes out of it
- Connecting with consumers is a ‘nice to have’ when there is so much real work to do
Which statement best describes the extent to which consumer understanding and knowledge is spread across the organisation
- There is a lot of consumer know how, spread broady across the organisation
- The market research people know all about the consumer, we can go there whenever we need a consumer fact or two
- You bet it’s spread around, we are all lugging round these giant fact books
If I stopped any of the marketing team in a lift and asked them for the key consumer insights behind their growth plans would they...
- ...tell me that that part is coming later in the process
- ...tell me the consumer insights are in big appendices to their key projects…and would helpfully get me the documents to read through later (if I had an hour or two)
- ...tell me simply and articulately the key consumer insights behind their growth plans before we got to the top floor
Which statement best explains how deep your consumer understanding goes
- Consumer knowledge goes beyond the superficial to a deep understanding... including what is not said and what is said, but not really meant
- We don’t really believe consumers can describe what they really want and don’t see the need to understand them deeply
- We rely exclusively on what the consumer tells us: They tell it, we try to do it!
Describe the profile of consumer insight professionals in your organisation
- I believe there are some somewhere, but I don’t really know them...
- Consumer insight professionals act as leaders in my organisation, they are a inspiring and energising bunch.
- Consumer insight professionals are an important service function but it is, best to keep them out of key meetings, they are either completely invisible or a complete pain
Describe the Integrity of the insight function
- Consumer insight professionals here have integrity and tell it how it is
- I feel we are pretty skilful at asking questions to get the answer we want. Used properly market research can be a key tactic to win the political battles here
- Integrity is good, but in the real world sometimes you have to massage the data to get a project through.
Which statement best describes how insight is used for innovation
- We know consumer is important and therefore they dictate the agenda ,they are best placed to tell us exactly what we want
- Consumer understanding is used as a source of inspiration to identify opportunity platforms and guide innovation ; but there is always room for inspiration from all sources.
- A consumer never invented anything and consumers tend to very good at killing breakthrough ideas … they are not important part of the innovation process