19 Emphasize the business impact of insights Staying connected to your employees, consumers, and prospects is important, but perhaps even more crucial is how you respond to their feedback. The value of research lies not in measurement but in how the insights you uncover are used. Instead of simply delivering a report and recommendations, take accountability for the impact of your insights. Partner with business stakeholders to ensure recommendations are implemented. Use your insights to spur action and directly impact your organization. “Being able to understand in real-time how people are behaving and acting is essential. We’re able to react faster, and continually track sentiment to ensure we go to market with a relevant and appropriate messages.” Beiersdorf, Shameek Raj, Head of Data, Analytics & Insight – Brand & Media