What’s best practice for training insights teams?

WFA conducted a survey of its members to understand the topics, vendors and best practice that drive a successful insight training programme.

The exercise shows that:

• Storytelling is becoming the anchor skill, a skill that blends creativity, influence, and business strategy.
• Interest in training is also shifting to AI literacy and data-driven storytelling.
• Meanwhile, only 25% of respondents lack a formal training programme for their insights function.

Other areas covered in the report include the balance between using internal and external training, suppliers used, training format, and the effectiveness of training.

Any WFA member can ask for their training programme to be benchmarked to discover how their approach ranks and identify where they can enhance their programme’s effectiveness.

WFA members can access the full results of the benchmark through this link.