The Better Why
Celebrating insights leaders and customer advocates.
SUBMISSIONS DEADLINE EXTENDED!
Submit for the Better Why Awards today!
The annual Better Why Awards recognize insights leaders and customer advocates who are making a real impact and driving our industry forward. Take 15 minutes to submit your team for the Better Why Awards by October 2nd.
THE BETTER WHY PROGRAM
Shaping the future of insights together.
We’re at a moment of accelerated change and opportunity and it’s more critical than ever for businesses to connect with their customers on a human level. As a result, the role of insights within organizations is evolving in exciting ways.
The Better Why was developed as a platform for insights leaders to connect, share experiences, co-create solutions and explore new ways to uncover the deeper insights that drive impact and strategic advantage.
The Better Why is also an opportunity to elevate the role of insights within organizations by shining a spotlight on some of the amazing, forward-thinking work happening in insights teams across the globe driving impact.
We encourage you to get involved! Join a peer connection session, submit your (or your colleagues’) exciting work, attend an event. We promise you’ll never view your role in insights the same again!
SUBMISSIONS DEADLINE EXTENDED
Enter the Better Why Awards!
The Better Why Awards recognize insights leaders and customer advocates who are making a real impact and driving our industry forward. Do you think your team has what it takes to win?
Take 15 minutes and answer 3 simple questions to submit by Monday, October 2nd.
Submissions will be judged by a panel of previous Better Why winners, including McDonald’s, Liberty Global, Global Hotel Alliance, Logitech, Google and Otsuka. Winners will be announced in November.
Staying ahead of the customer
For a program that has used foresight to get ahead of changing customer expectation and has led to impact on business or customer outcomes
AGILITY IN INSIGHTS
Working at the speed of the customer
For an insights program that flexed with rapidly changing customer needs to enable rapid decision making aligned to customer outcomes
Leading Change for Better Business
For an insights program that has had a measurable impact on either organizational (internal) or customer (external) inclusivity practices
Do you truly ‘get’ your customer?
For a project or program that combines insight and relationship design to drive a customer-centric outcome
THE BETTER IMPACT
Championing the customer as a true disruptive force for business
For an organization in which growth can be directly attributed to insights, customer experience or customer relationship design programs.
Submit to win by October 2nd!
We’re now collecting nominations for The 2023 Better Why Impact Awards. After checking out the award categories above, follow this easy process to submit:
- Select your award category and answer the three simple questions on this form by the extended 10/2 deadline.
- Once you’ve entered, your submission will be reviewed by a panel of your insights peers (and last year’s Better Why winners!) at Google, BET Media Group, Global Hotel Alliance, Liberty Global and Otsuka.
- Stay tuned for the category winner announcements in November, followed by a grand reveal of the Better Why champion in December!
The Better Why Peer Connections
Our objective with the Peer Connections series is to support your efforts in delivering value and impact as insights professionals, and to learn from and inspire one another as we elevate the voice of the customer within our respective organizations. This is a unique opportunity for insights leaders to come together to share ideas, ask questions and discuss solutions to the biggest challenges in our industry today.
We intentionally keep these groups small to encourage participation and lively discussion within the group.
Please note that these are a first-come-first-serve, and space is limited. If the roundtable is full upon signing up, a team member will be in touch with other opportunities for you to engage with the content.
Upcoming sessions include:
September 21st, 12pm ET
From TikTok to Threads: What Changing Sources of News Mean for Brands
In a remarkable shift, customers are turning to platforms like TikTok, Instagram, Threads and X to stay up to date on current events. What does this mean for your brand? How do insights professionals stay on top of this trend?
In this session, Arjun Chawla, VP at C Space, and Maggie Wiatr, social media guru, will help to uncover some of the challenges and opportunities presented for brands in this new era of news dissemination.
Previous sessions include:
While you missed the sessions below, email us for upcoming opportunities to engage with the content.
Inflation Nation: Building Stronger Relationships with Customers in Tough Times
With rising concerns about inflation and the possibility of an economic recession, it’s critical to understand evolving customer needs, sentiment and behaviors. Discover valuable insights and actionable strategies for navigating these challenges and building strong, lasting relationships with your customers.
In Good Health: Embracing Inclusivity in Healthcare Research
As insight leaders, it’s our responsibility to improve healthcare access and patient outcomes by understanding consumer samples, preparing for the future of the healthcare consumer market and applying an inclusive lens to our research practices.
Explore how healthcare brands can show up to be more relevant to underserved audiences.
From Silos to Synergy: Rebuilding Powerful Partnerships Between UX and Insights
A deep understanding of your customer and the success of any product depends on strong collaboration between insights and user experience teams. However, building and maintaining this partnership can be challenging, especially when each team has different priorities and approaches.
Getting Gen Pop Right: Rethinking Traditional Research Practices
In this small group discussion, led by our Head of DEI ThinkTank, Keyona Osborne, and our VP of Client Services and Research Recruitment, Michelle Fisher, will discuss what it takes to ensure you are including the right mix of people and perspectives in your research, plus how voices end up excluded from research samples.
How Will AI Change Insights?
Led by C Space’s Asha Parmar, we will assess the emerging opportunities, threats and big questions that AI poses for our industry.
Asha recently spoke at IIEX Europe in a talk co-written with ChatGPT and other AI tools about the impact of generative AI on insights.
Why Foresight Needs More Humans and Fewer Robots
Engage in a lively debate alongside a group of like-minded peers on the future of Foresight. Should we focus on certainties rather than far-fetched scenarios? Are expert perspectives self-fulfilling prophecies in Foresight work? How can brands turn hyper-hypothetical trend inspiration work into action?
Join Amy Concannon and Zoe Bishop for a stimulating conversation and exchange on the challenges and opportunities in Foresight.
Navigating Climate Conversations with Customers
In this discussion, we’ll cover the challenges faced by you and your peers when navigating climate change with customers. How can businesses understand how to best leverage their sustainability activities to enhance their brand propositions and drive growth? How do you avoid greenwashing or even “greenhushing?”
The Better Why Conference
Our annual event is where The Better Why community comes together to discuss the future of insights. Innovative speakers, thought-provoking panels, interactive sessions answering the industry’s biggest questions.
Check back soon for this year’s program.
THE BETTER WHY REPORT
100+ insights leaders weigh in.
With recommendations for success, this report will leave you with inspiration about how to structure the strategic and the tactical, work more effectively with agency partners, design you projects with purpose and at speed and translate customer needs into business imperatives.