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Insights2020 Program Overview
April 2015
Insights2020 – Driving Customer-Centric Growth
Millward Brown Vermeer, ESOMAR, The Advertising Research Foundation (ARF), Kantar, and Korn Ferry
have formed a partnership to lead Insights2020 – Driving Customer-Centric Growth, a global marketing
thought leadership initiative focused on aligning insights and analytics strategy, structure and capability
to drive business growth.
Insights2020 will help business, marketing, and insights & analytics leaders to define the role of insights
and analytics in driving business strategy and growth; to build and organize the function – in terms of
structure and processes – for success; and to emulate the leadership competencies and behaviors of
over-performing organizations. Inaugural findings will be presented at the ESOMAR Global Congress in
September 2015.
Insights2020 is a follow-on study to Marketing2020 which is the largest study of its kind, helping global
CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included
contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in
the July-August 2014 Harvard Business Review.
Insights2020 Study Objectives & Scope
The Insights2020 study will develop the strategic framework, practical guidelines and case studies to
help business, marketing and insights & analytics leaders define:
1.
2.
3.
4.
The role of insights & analytics in driving business strategy and growth
How to organize the insights & analytics function in terms of structure and processes
How to build the capability - equipping the insights & analytics function for success
How to emulate the leadership competencies and behaviors of over-performers
The Insights2020 will include several significant and distinct streams of input and analysis:
a.
b.
c.
d.
In-depth vision interviews with over 100 innovators, key opinion leaders and practitioners
Mass quantitative survey among members and relationships of partner world-wide
Case study and conference paper entry analysis for detailed guideline development
Cross-reference against Marketing2020 study findings
The findings will be presented at many conferences globally, discussed in different CMO and CMI round
tables world-wide and will be published widely, via whitepapers, websites and articles in leading
magazines.
Millward Brown Vermeer will provide overall leadership & coordination of the program, develops the
research approach (qualitative interview guides and quantitative online tool), conducts the qualitative
interviews, gathers & synthesizes all research insights and prepare final white papers and output
presentations and marketing materials.
Insights2020 • Page 1
The initiative’s advisory board is chaired by Keith Weed, Chief Marketing and Communications Officer,
Unilever. He will be joined by a number of business and academic leaders, including Diego Scotti, CMO
Verizon; Rob Norman, Chief Digital Officer GroupM; Harish Bhat, Member - Group Executive Council
TATA; Julian Prynn, Marketing Director BAT Middle East; Professor Jerry Wind of The Wharton School;
Barbara Lamprecht, Brand and Marketing Strategy Volkswagen; Tony Fagan, VP Research Google; Gayle
Fuguitt, CEO and President of the ARF; and Sir Martin Sorrell, CEO of WPP, Kantar’s and Millward
Brown’s parent company.
I2020 Program Timing
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•
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Partners & Advisory Board Phase
I2020 Scope and Approach Study Design
Qualitative Interviews
Quantitative Survey
Analysis Phase & Preliminary Findings
ESOMAR Congress Dublin 27-29 Sept. 2015
Presentations & White Paper Complete
Events
: March/April 2015
: March/April 2015
: May-June
2015
: May/July
2015
: July/August 2015
: September
2015
: October
2015
: Nov 2015 – March 2016
Participation
It is our goal that, similarly to M2020, all I2020 partners will benefit through the association with the
I2020 thought leadership initiative. All partners share the responsibility for maximizing the success of
the Insights2020 initiative by fully making available and leveraging their expertise, learning,
members/readership and networks.
In exchange every partner will benefit from being recognized as a partners of the I2020 initiative and the
opportunity of hosting events and publishing articles about the study and its findings. Partners will have
the opportunity to contribute to the study design, study design, publication and event schedules.
The Insights2020 program invites you to partner with us in decoding the future of Insights & Analytics
and supporting organizations to drive consumer-centric growth.
For sponsorship options and additional benefits, we kindly refer to our i2020 Sponsorship Program.
Please confirm your interest with an email to [email protected]. We will then contact your office to
schedule an appointment to further discuss your participation in the Insights2020 program.
For more information, please visit www.insights2020.org
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