A new job title for consumer insights
Insights is not dying.
It is getting a new job title.
The studystudy, deck, brief, tracker, six-week wait was never the product. The decision was.
The job that replaces the consumer insights manager is the insights engineer: the person who builds the thing that answers the question, instead of answering it again next month.
What we think
- 01The study was never the product. The decision was.
- 02If you do it twice, build it.
- 03Prove it on real work. Nobody funds a hypothetical.
- 04A chart without a recommendation is homework for the reader.
- 05The person closest to the problem should have the best tools, and usually has the worst.
- 06AI is not taking the insights job. It is taking the part of the job that was in the way.
For insights teams
Find out where your team’s hours go.
Two weeks. We list every question your team answers more than once, count what each one costs, and hand back the first one to build and the order for the rest.
01
List the repeat questions
Every question your team answers more than once a quarter. Who asks it, what it feeds, and how it gets answered today.
02
Count the hours
What each one costs in people and days, using your team's own numbers from last quarter.
03
Pick the first build
One question to turn into a system first, specified down to the data and the owner. Then the order for the rest.