The Connected Insights Imperative: Zappi and the American Marketing Association Unveil Key Findings on the Future of Data, AI, and Technology in Marketing

Zappi and the AMA partner to release a B2B survey of marketers and insights professionals about how they use data and connect insights in their businesses

Zappi, the leading consumer insights platform, released a new report in collaboration with the American Marketing Association (AMA) titled “The Connected Insights Imperative”, providing an in-depth view of how marketers and insights professionals utilize data and connect insights within their businesses.

The Connected Insights Imperative, based on a survey of 715 marketing and consumer insights professionals, provides a comprehensive overview of how companies are leveraging consumer insights and technology, the role of insights teams, and the adoption of AI in the insights function. The findings underscore the critical role of insights in shaping business strategies and the urgent need for improved connectivity and systematization of data to drive business decisions.

“Marketers are leveraging technology more than ever to connect with consumers, yet data connectivity remains underutilized,” said Steve Phillips, CEO of Zappi. “Making connected insights a strategic priority will improve efficiency and give companies a competitive edge.”

“Marketers are leveraging technology more than ever to connect with consumers, yet data connectivity remains underutilized,” said Steve Phillips, CEO and founder of Zappi. “Our latest survey with the American Marketing Association reveals that while insights teams are essential for business success, making connected insights a strategic and budgetary priority will not only improve efficiency but also provide a significant competitive edge. Without fully connected data and insights, CMOs are missing a huge opportunity to unlock true consumer centricity, become better storytellers and drive greater impact in their decision-making. Companies that embrace these changes will stand out against those who are still navigating through disconnected data.”

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Highlights from The The Connected Insights Imperative Report:

1. Insights teams are catalysts for business success:

An overwhelming 83% of respondents express satisfaction with their company’s insights function.
69% view insights to be “massively influential” in shaping business decisions. However, only 21% of companies boast a dedicated insights department, with 38% housing insights work within a team, 33% relying on individual market researchers, and 7% outsourcing insights work.
52% see their insights staff as strategic partners, and nearly one-third (31%) as advisors. However, 17% still view them as “order takers,” indicating room for growth.

2. High tech adoption in insights, low systematization of data:

A significant 78% of respondents report frequent use of technology for consumer insights.
Despite this, 59% admit their consumer insights projects lack systematic handling, often relying on disparate tools or ad hoc approaches. Key obstacles include budget constraints (40%), disconnected data (33%), and time limitations (28%).
43% reveal their insights and data are either disconnected or fragmented.

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3. High level of data maturity:

57% state to have attained a high level of of consumer feedback, data, and insights (Learn about Zappi’s Connected Insights Framework to discover how companies can identify their current stage and progress from Level 1, “Disconnected,” to Level 3, “Connected,” to attain a consumer-centric business reality).

4. Insights teams lead in AI adoption:

Insights professionals are more likely than marketers to spearhead AI initiatives, with over 35% of insights professionals strongly agreeing on the critical importance of using AI for consumer insights.
The majority (57%) believe it is vital for their company to employ AI tools to harness consumer data effectively.
“Insights teams play a crucial role in driving business success, and that potential needs to be leveraged. We always encourage marketing and insights teams to collaborate closely to fully understand consumer needs and create more impactful strategy,” said Bennie F. Johnson, CEO of the American Marketing Association.