Insights Council

The Insights Council provides thought leadership to Canadian marketers about leveraging data, analytics and consumer insights to improve business decision-making. Yes.

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Recent Articles Authored by Council

Unpacking consumer trends for future-ready marketing

The digital domain, often perceived as an intricate, ever-evolving ecosystem, offers a kaleidoscope of possibilities and obstacles for contemporary marketers

Inflation trends this holiday season

It’s October. The weather is still in the double digits. Thanksgiving just happened. Halloween is around the corner. So naturally, all marketers are thinking the same thing: Holiday predictions!

Unveiling the human side of business

B2B marketing has been viewed by some as lacking some of the emotional aspects that are typically known to drive B2C marketing

Using customer data responsibly

In 2021, internet users generated 79 zettabytes (79 billion terabytes) of data. In 2025, they are expected to generate a whopping 180 zettabytes of data.

Diversity and multiculturalism in insights and analytics

The belief at the time was that multicultural marketing would be considered successful only once people no longer felt the need to add the word “multicultural” in front of “marketing.”...

Utilizing artificial intelligence for customer journeys

COVID-19 completely changed consumer behaviour. As the Fjord Trends 2021 report accurately notes, collective displacement left hundreds of millions of people disconnected from their familiar routines and comforts, with no end in sight.