The Connected Insights Imperative

We surveyed 250+ insights and marketing professionals to understand the current state of consumer insights — including how organizations use consumer data, how satisfied they are with the insights they receive, the barriers they face and how they’re using AI.

The findings reveal a clear shift: connected insights are paying off, but the bar is rising.

• Connected insights deliver a clear satisfaction advantage: Satisfaction with consumer insights rises from just 9% among disconnected organizations to 62% among connected organizations — and 75% among AI-accelerated organizations. That’s a 66-point difference between the least and most mature organizations.

• Connected is becoming the new baseline: Nearly half of organizations now describe their consumer data as connected. But only 8% have reached the AI-accelerated stage, where AI continuously surfaces relevant insights at the point of decision. The next leap is still largely ahead.

• AI is everywhere, but transformation isn't: 93% of organizations are now using AI in some form. Yet most applications remain focused on making existing processes faster and more efficient — from data analysis and survey design to reporting and summarization. The bigger opportunity is using connected data and AI together to create continuous consumer understanding that reaches decision-makers when they need it.

Discover where organizations stand today, what separates the most mature insights functions from the rest and how to use consumer insights to generate meaningful business outcomes.