Generating insights: Better to play than to watch from the stands with Michael Howard

In this edition of Now that’s Significant, a market research podcast, Michael Howard, the head of marketing at Infotools, is both guest and host. The show covers the rising preference we're noticing of stakeholders and decision-makers getting their hands on the data to actually become data driven, They've realised the value in being able to dig in deeper to the data, interrogate it, challenge it, in order to arrive at the most valuable of insights. It's why we're championing those who, to use a sports analogy, would rather play than watch from the stands.  Why do this? Well, when your insights function is working well, you’ve got everyone playing the game who needs to be, and you’re making decisions that help lift the overall performance of your team on the pitch, you’ll start winning more often. And when this happens, you’ll start seeing more people want to watch from the stands - be this your customers, prospects, and potential employees. And when your prospects like what they see, they’ll sooner or later become fans. And we all know what happens at that point.  Hope you enjoy the show.