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INSIGHT FUNCTION IN FLUX
By Bethany Headley
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Across almost all the businesses we work with it's clear that a significant change is taking place, crystallised by a shift in vocabulary - ‘research' is being superseded by ‘insight' or ‘intelligence'. The insight function is evolving to take the place of the research function within a business.
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But beyond a linguistic shift, what does this actually mean? In a series of interviews with top insighters, we discovered a story of revolutionary - and ongoing - change.
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