Insight Forum detail

Insight Forum

Insight Forum

Helping the consumer insight community to improve the effectiveness of their function and, ultimately, the performance of their companies as a whole.

Through peer-to-peer learning and being exposed to exciting new methodologies, this group of global client-side market research leaders learns how to evolve their functions towards playing an increasingly central role in their company’s transformation. From a marketing stakeholder view-point, this often focuses on delivering actionable insights to inform unifying marketing strategies.

The Insight Forum is WFA’s newest peer-to-peer group and now boasts 150 consumer insight professionals from WFA’s member companies. The group is the only global network for global client-side consumer insight leaders.

It welcomed its first Chair in 2016, Elinor Bateman, Director of Brand Insight and Sponsorship at Barclays.

Primary areas of focus


Exploring innovative new methodologies as well as understanding how to get more value from existing approaches, such as brand trackers.


Understand how to make the CI function operate more effectively with its multitude of stakeholders, from marketing all the way to board level.


Developing consumer insight talent into new areas and levels of proactivity. To evolve the function to the status of an internal strategic consultancy.