Highlighting the indispensable benefits organizations realize through insights-fueled action, the Insights Association has announced a new tag line: “Creating Competitive Advantage.”

“’Creating competitive advantage’ is an advocacy declaration that elevates the industry and one which the entire insights community can rally around,” explained David W. Almy, CEO of the Insights Association, “It defines the key benefit of insights and membership in the Insights Association.”

Led by this new approach, the Insights Association will initiate a campaign intent on illuminating insights as the leadership force and active change agent it is; and thus, an absolute imperative for any organization intending to compete through customer centricity, innovation and growth.

“In the past, the role of insights has sometimes been portrayed as a support service; something that is nice to have if you can afford it,” Almy noted. “In fact, insights is proving more and more to be essential for strategic leaders driving organizational success.”

Further, the new tagline supports the strong value of Insights Association membership, as membership in the association uniquely provides competitive advantages in business growth for company members, organizational advantage for our corporate members, and personal and career growth for all members.

“We feel it’s important to recognize the research process to develop insights and analytics as well as its outcomes,” explained David Rothstein, CEO of RTi Research and Chair of the Insights Association’s Board of Directors. “Emphasizing the ultimate competitive advantage organizations can achieve through the implementation of insights will further elevate the industry’s stature and drive economic benefit for all our members.”