Preface
Building on the Insights Maturity Model introduced in the 2009 Boston Consulting Group study "The Consumer's Voice - Can Your Company Hear it?" and elaborated in the 2016 ESOMAR paper "Hurry Up! And Wait -The Road to Research Impact", this Imperial Brands case study outlines the way insights automation has paved the way for the efficient democratization of insights, to create a strategic role for market research within the corporation.
Using Knowledge Connect, an insights platform powered by Market Logic Software, to leverage research and other data, Imperial Brands is in the process of creating a "self-learning organization" that...