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For decades, market research was considered an \u201cauditing function\u201d -- a department inside the business that looks backwards at an ad campaign or a product, and identifies all the reasons why it performed either well or poorly. But as organic growth became more important to a company\u2019s success, market research transformed into a forward-looking insights function. \u201cYou can't have organic growth unless you understand your customers,\u201d says Ravi Dhar, professor at Yale School of Management and Director of Yale\u2019s Center for Customer Insights. He joins the podcast to talk about the evolution and role of insights and how to fix the tension that exists between insights departments and the C-suite. \n\nListen to this podcast to learn:\n\u2022 The four stages of insights, based on Ravi\u2019s research with Boston Consulting Group\n\n\u2022 Why insights leaders should be in the room when strategic decisions are being made\n\n\u2022 Changes in consumer behavior during the pandemic, and which new behaviors might persist\n\n\u2022 The effects that two concepts -- \u201cout of sight, out of mind\u201d and \u201cabsence makes the heart grow fonder\u201d -- could have on consumer demand after the pandemic subsides\n\n\u2022 The inherent risk in looking to \u201cconsumers as scientists\u201d \n\n\u2022 Why insights require a collaboration of analytics, anthropology, and psychology\n\n\u2022 The skills you need to become a successful insights professional now and in the future\n\nFor more information: https://som.yale.edu/faculty/ravi-dhar