In the report The Connected Insights Imperative, which is based on a survey of 715 marketing and consumer insights professionals from brand-side organisations carried out between April and June 2024, 35% of insights professionals strongly agreed on the critical importance of using AI for consumer insights.

A majority ( 57%) also said it is vital for their company to employ AI tools to harness consumer data effectively, according to the report.

The report also highlighted that 78% of respondents reported frequent use of technology for consumer insights, although 43% claimed their insights and data are either disconnected or fragmented.

The research also found that 59% of respondents admitted their consumer insights projects lack systematic handling, often relying on disparate tools or ad hoc approaches.

Key obstacles identified in consumer insights projects include budget constraints ( 40%), disconnected data ( 33%) and time limitations ( 28%).

The report said that 83% of respondents expressed satisfaction with their company’s insights function, and 69% viewed insights as ‘massively influential’ in shaping business decisions.

However, 21% of companies had a dedicated insights department, with 38% housing insights work within a team, 33% relying on individual market researchers and 7% outsourcing insights work.

In addition, 52% of respondents saw their insights staff as strategic partners, and nearly one-third ( 31%) as advisers, but 17% viewed them as ‘order takers’.

Steve Phillips, chief executive and founder at Zappi, said: “Marketers are leveraging technology more than ever to connect with consumers, yet data connectivity remains underutilised.

“Without fully connected data and insights, chief marketing officers are missing a huge opportunity to unlock true consumer centricity, become better storytellers and drive greater impact in their decision-making. Companies that embrace these changes will stand out against those who are still navigating through disconnected data."

Bennie Johnson, chief executive at the American Marketing Association, added: “Insights teams play a crucial role in driving business success, and that potential needs to be leveraged.

“We always encourage marketing and insights teams to collaborate closely to fully understand consumer needs and create more impactful strategy.”