Why AI Means We Need to Double Down on Insight Communication

As insight professionals we’re duty bound to practice what we preach when it comes to things like “acting on evidence” or “following the data”. And we should be drinking our own Kool-Aid when it comes to “customer centricity” and “customer closeness”.

That’s what makes the GRIT Report so valuable. It’s insight professional’s census, U&A and tracker study all in one. And a direct route to client closeness. Made even more valuable when the report details what client’s priorities for improving insight’s impact and value is.

The latest GRIT report defined these priorities as follows:

• Improving how we communicate insights to stakeholders
• Clarifying how insights connect to business decisions
• Promote the value of insights internally

However, this feels out of synch with our sector’s focus. One scroll of programmes at major industry conferences, articles in the sector press or content that’s attached to the #mrx hashtag reveals that most insight professionals are focussing their attention on AI.

And rightly so. AI is a transformational technology. And streamlining or automating repetitive tasks is fourth on client’s above priority list. But it’s not number 1,2 or 3. And what’s more I’d suggest that AI means insight communication is now more important than ever.

A Badly Communicated Insight Isn’t Insightful 

AI-based research approaches have shown that they can contribute towards creating valuable insight. But an insight has no value if isn’t communicated in an engaging and influential way.

No exception to this rule exists. Especially when LLMs all – rightly – come with the disclaimer that they may be inaccurate. And especially if the audience you’re trying to land insights with contains insight sceptics.

Winning over the Sceptics

At some stage, a business will have to buy-into AI-based insights for the first time. But we’re all wired to have a reduced tolerance for uncertainty. This means that insights based on synthetic data or AI analytics need to be delivered with a laser sharp focus on being clear, persuasive and influential, that goes above and beyond how we deliver insights based on & tested research methods.

With Greater Complexity Must Come Better Communication

Communicating the intricacies of conjoint to senior stakeholders in a succinct, simple way will forever be challenging. As will explaining the nuances of ethnographic work. That complexity sky-rockets when the work involves synthetic personas or agentic assistance. Especially when we consider that even AI engineers confess they often “don’t know what AI is doing”. 

And even if we can grasp how AI works, we’re then faced with the curse of knowledge. This is best highlighted by an experiment where people paired up and one person tapped the tune of “happy birthday”. The other person listened. 50% of the “tappers” thought the “listeners” would recognise it. In fact, only 3% did.

This means that whatever we think clients know about AI-based research methods, they likely know less. And this means we have to communicate AI’s role in research in a clearer more compelling way than we likely assume. 

AI Can Be Both Friend and Foe

AI is democratizing many insight tools. Which is great. But let’s not forget that AI is also replacing insight roles. And this means that there’s an even greater need to promote the value of insight within businesses.

AI can speak with consumers, analyse data, extract insights and draft decks. This means we need to shift our time from these tasks to linking AI’s work to a business problem and communicating insights effectively. But more importantly, understanding and showcasing the impact that the insight work has had.

AI Saves Us Time. Time We Can Now Spend On…

…Upskilling ourselves in insight communication and promoting our work’s value. The GRIT report states that approx. 75% of insight professionals see their increased use of AI tools as having a significant impact on their time.

And guess what? AI also gives us the tools – and the time – to write more persuasively. To create more engaging insight communication content. And to do the analytic work necessary to measure insight’s impact. So, not’s limit its uses to process-based tasks.

We Need to Show Visible Effort to Justify Our Value

The illusion of effort means we think more of something when we know the effort that goes into it. It’s hard to judge how much effort goes into the research process when researchers use AI tools.

However, the presence of effort into a tightly crafted piece of communication is clearer. Especially when that ‘s in the form of a well-drilled presentation.

Not convinced? Well research shows we see high effort content as 55% more trustworthy vs. low effort content. And when it comes to communications trust leads to credibility which leads to influence and impact. Which in turn, leads to being able to address client’s biggest priorities as listed in the GRIT Report.

Where Next?

Let’s rebalance our focus and not lose sight of what clients are prioritising in the most vital area of our profession. Impact and value. Because if we don’t, our investments in AI risk being pointless.

Insight communication is a pivotal part of this. And AI means it’s more important than ever. So, let’s double down on it. Especially as AI is giving us the time and the tools to do so.

Yes, that’s my opinion. But it’s also what the data says…