The imperative of imagination: The future of insights

Over the past 18 months Kantar interviewed thousands of business and Insights leaders about what differentiates leading companies and their Insights organizations from those that trail behind. We share our view on what world class companies are doing to build an insight business of the future. Our purpose was to identify the guiding imperative that senior business leaders want from insights, and the associated playbook for action. This has led us to several specific conclusions in terms of structures, skills, processes and practices that insights organisations need to apply to build future-proof insights functions.

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