How can we get marketing to act on insights offered by the consumer insights team? Stakeholder alignment, trust, credibility and articulating the likely impact may all be necessary but not sufficient. A review of the literature across psychology and organizational science reveals other factors such as how easily insights can be understood, timeliness, overcoming the decision-maker’s own mental model(s), and increasing psychological receptiveness. Combined with 25+ years of client-side and consulting experience, attendees leave with a practical framework for turning accepted findings into actual decisions.
