Source: Decision Analyst
Over the past decade or so, many large corporations in the U.S. have renamed and repositioned their research functions. What used to be called the marketing research" department is now often called the "Consumer insights" department. This transition to "Consumer insights" is a U.S. corporate fashion trend and will most likely continue - as the corporate copycats all dance to the same music. This renaming and repositioning of the "Marketing research" function might well be a great strategic marketing blunder. This trend is rooted in the growing corporate group-think that the end-all and ultimate purpose of research is "Insights," whatever "Insights" might be.