'Insights on Demand' Group Picks up Steam

Toluna and Harris Interactive Europe owner ITWP says its recently launched 'Insights on Demand Consortium' has grown to include a wide range of brands and agencies committed to the idea of 'reshaping market research'.

Set up in January, the consortium aims to recognise and address the need of businesses of all sizes for 'fully integrated approaches to understand constantly shifting consumer sentiment and taste'. The group provides best-practice approaches and general market education with content distributed via webinars, thought leadership and conferences.

New members include brands and agencies such as Abbott, Amazon, Estee Lauder, GlaxoSmithKline, Heineken, Mindshare, Mintel, McMillan, Morgan Stanley, Nike, Nordstrom, Pepsi, Purina, Royal Bank of Scotland, Sky, Sony and Tetra Pak, adding to the list of founding members which includes Procter & Gamble, L'Oreal, Nestlé, Nature's Way, W2O, AKQA and Simmons Research, alongside Toluna and Harris themselves. Its inaugural meeting was held on March 1st to establish objectives and share opinions and experiences. Four discussion topics were covered, including the need for the industry to become more agile; big data and data science; market research versus customer experience; and the automation of research tools.

ITWP Group CEO Frederic-Charles Petit (pictured) comments: 'The interest and participation in the consortium has been positively overwhelming so far. Our first meeting was a great success with lots of positive energy and camaraderie amongst members. I see a lot of runway ahead as we work to tackle issues that will help shape the future of consumer insights and market research in a way that benefits the members of this group and the industry at large'.

Web site: www.insightsondemand.org .