Ravi Dhar, Yale School of Management: A Shift Towards Forward-Looking Insights

For decades, market research was considered an “auditing function” — a department inside the business that looks backwards at an ad campaign or a product, and identifies all the reasons why it performed either well or poorly. But as organic growth became more important to a company’s success, market research transformed into a forward-looking insights function. “You can’t have organic growth unless you understand your customers,” says Ravi Dhar, professor at Yale School of Management and Director of Yale’s Center for Customer Insights. He joins the podcast to talk about the evolution and role of insights and how to fix the tension that exists between insights departments and the C-suite.

Listen to this episode to learn:

  • The four stages of insights, based on Ravi’s research with Boston Consulting Group
  • Why insights leaders should be in the room when strategic decisions are being made
  • Changes in consumer behavior during the pandemic, and which new behaviors might persist
  • The effects that two concepts — “out of sight, out of mind” and “absence makes the heart grow fonder” — could have on consumer demand after the pandemic subsides
  • The inherent risk in looking to “consumers as scientists”
  • Why insights require a collaboration of analytics, anthropology, and psychology
  • The skills you need to become a successful insights professional now and in the future

For more information: som.yale.edu/faculty/ravi-dhar

You may be interested in:

Customer Inside: A Practitioners Guide to Online Communities

Customer Inside: A Practitioners Guide to Online Communities C Space partnered with the Market Research Society (MRS) and 130 client side practitioners to explore & understand how to get the most out of online communities (and the agencies that...

Stop & Shop customers star in new COVID-19 safe shopping campaign

Stop & Shop customers star in new COVID-19 safe shopping campaign

by Russell Redman
Supermarket News

In a new advertising campaign, Stop & Shop is turning to a trusted source to promote safe shopping practices during the coronavirus crisis: its customers.

Employee engagement vs the lockdown

Employee engagement vs the lockdown

by Kate Bassett
Management Today

In this video, Professor Cary Cooper and C Space’s regional CEO Felix Koch talk to Management Today’s Kate Bassett on how to support workers during the COVID-19 crisis.

How do you solve a problem for IKEA?

How do you solve a problem for IKEA? "We discovered a happy life at home is a mix of my space, your space, and our space - but people have a hard time really defining my space, within mixed/shared spaces." Lydia Choi-Johansson Intelligence...

Decoding a Viable Metric for Measuring Customer Loyalty in Travel

Recipe For Successful Parental Leave: Embed A Culture Of Support So That Parents Don’t Leave!

by Joy Burnford
Forbes

Our UK Managing Director, Kathryn Blanshard, shares her tips on the key ingredients for parental success.