The council’s advisory board was established in January and includes Canadian insights leaders from McDonald’s, Mondelez, Kantar Canada and Edelman.

New Canada-based members of the Insights Association will automatically become members of the Canadian Council. Membership is open to companies, corporate departments and individuals, and members must adhere to the Insights Association’s code of standards and ethics.

The council hosted its first event, a CEO Summit, in Toronto in May, and is planning an insights and analytics conference in the city later in the year. It will also run webinars and workshops, provide forums for networking and mentoring, and set up an online forum for Canadian members.

The Insights Association also aims to work with the Canadian Research Insights Council (CRIC) on areas including data privacy regulation.

Scott Megginson, president, insights division, Kantar Canada, and chair of the council’s board, said: “‘Creating Competitive Advantage’ – the Insights Association’s new tagline – is just what the council will do for each member, providing services and support for them to thrive in and shape an evolving industry and drive business impact.”

Alyssa Rodrigo, director of insights at AB InBev in Toronto and board vice-chair, added: “We’re excited to grow our community with forward-thinking businesspeople who are passionate and agile, and striving to collaborate and propel themselves and the insights industry forward.”