More than Market Research: Insight, Influence, Impact

In the latest episode of Now That’s Significant, we welcomed back Febronia Ruocco, a seasoned insights and analytics leader with a passion for elevating the role of research in driving business decisions. This time, Febronia shares her key message for 2025: insight, influence, and impact—the three pillars of making market research truly matter.

Moving Beyond the Research Debrief

Febronia’s provocative take? "Nobody cares about your research debrief." While rigorous research remains critical, stakeholders don’t need (or want) the intricate details. They expect accuracy, but what they truly care about is the so what?—how research translates into business growth, risk mitigation, and profitability.

She urges insights professionals to shift their mindset from obsessing over methodology to focusing on delivering clear, commercial-focused narratives that drive action.

The Three I’s: Insight, Influence, and Impact

1. Insight: Data points alone aren’t insights. True insight comes from synthesizing multiple sources—analytics, social listening, customer feedback, and more—to uncover hidden truths that shape business strategy.

2. Influence: Insights teams need to engage and challenge stakeholders effectively. This means understanding C-suite priorities, speaking their language, and knowing how to frame insights in a way that resonates with decision-makers.

3. Impact: The ultimate goal is commercial success. Whether launching a product, refining a campaign, or even advising against a costly mistake, research should be measured by its financial and strategic impact.

AI: A Game-Changer for Market Research

AI is transforming the insights profession, automating tasks and freeing up researchers for more strategic thinking. Febronia sees AI as an enabler, allowing teams to challenge briefs earlier, integrate vast data sets efficiently, and refine insights faster than ever before. However, she stresses that AI should work for us—not replace us. The human role in guiding, validating, and contextualizing AI-generated insights remains critical.

Becoming a Strategic Partner

For insights professionals looking to embed themselves deeper in their organizations, Febronia offers this advice:

• Get comfortable with discomfort—telling the truth isn’t always popular, but it’s necessary.

• Stay commercially aware—understand marketing plans, financial objectives, and external market conditions.

• Build strong partnerships—earning trust takes time, but it’s key to influencing decision-making.

Final Thoughts

Febronia’s framework of Insight, Influence, and Impact is a powerful guide for insights professionals who want to be more than just data providers—they want a seat at the strategic table. By focusing on commercial relevance, strengthening storytelling skills, and embracing AI as an ally, market researchers can position themselves as indispensable business drivers.

Want to learn more? Listen to the full episode of Now That’s Significant and connect with Febronia on LinkedIn if you’re interested in her Insight, Influence, Impact training.