ITWP Announces Significant Growth of Insights on Demand Consortium With New Members Nike, Amazon, Sony, Pepsi, Nordstrom, Mindshare and Others

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More than 40 of the world’s most iconic consumer brands and leading digital agencies have joined industry-wide group

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The concept of Insights on Demand and collaborating with like-minded professionals to navigate the consumer insights landscape together was very compelling. Our hope is to unearth best practices that helps move us forward individually and as an entire industry.

ITWP, parent holding-company of Toluna and Harris Interactive Europe, today announced significant growth and momentum of the Insights on Demand Consortium it established in January 2018 to reshape the market research industry. Since the consortium’s founding, consumer insights and marketing professionals representing some of the world’s most recognized consumer brands across diverse industries and geographies have joined.

The consortium’s core mission to evolve, refine, and promote new ways of understanding consumers has sparked widespread interest, as market research sits at a critical crossroads. Since its founding, the consortium has grown rapidly to include brands and agencies: Abbott, Amazon, Audible, Clorox, Estee Lauder, GlaxoSmithKline, Heineken, L’Oreal, Masteclass, Mindshare, Mintel, McMillan, Morgan Stanley, Nature’s Way, Nestle, Nike, Nordstrom, Pepsi, Procter & Gamble, Purina, Royal Bank of Scotland, Schroders, Simmons, Sky, Sony, Tetra Pak, W2O Group, and more. A list of current members can be found here

"As market researchers in today's fast-moving digital economy, we face a lot of challenges – from measuring the ROI of research, to generating actionable insights with data. The concept of Insights on Demand and collaborating with like-minded professionals to navigate the consumer insights landscape together was very compelling. Our hope is to unearth best practices that helps move us forward individually and as an entire industry," said Terence Jacinto Market Research Manager - Sony Electronics North America – Marketing Strategy & Innovation

The consortium held its first official meeting on March 1 to establish objectives and share opinions, experiences, and challenges with fellow members. ITWP Group CEO Frederic-Charles Petit presented the vision for the consortium to more than 30 attending members. Mark Uttley, Group Strategy Director at AKQA then presented four core discussion topics that the group will focus on including:

  • Agility & Speed: Companies today are increasingly moving towards a fast, iterative test and learn approach. Traditional marketer research is often too slow for today’s market reality. The industry needs to become more agile, iterative and nimble when it comes to consumer insights.
  • Big Data & Data Science: There are questions about whether big data and data science will make market research obsolete, or empower a vibrant new era for the industry. There are many important things that the market research industry can learn from the world of big data and what the researcher of the future looks like.
  • Market Research vs. Customer Experience: Understanding the holistic customer experience is more important than ever. The market research industry needs to adapt as gathering customer journey data touches many roles and functions in a company, not just research.
  • Automation: Research tools are becoming increasingly automated. There are many opportunities for the market research industry to adapt to a world where clients increasingly want automated, on demand data and insights services, as well as concerns about what the industry will lose with increased automation.

The group further explored and discussed these topics in depth at the official consortium launch dinner on March 28 in London.

“Every industry eventually faces the disruptive force of innovation, so it’s no surprise – especially in an age of intense technology advancement – that market research is being forced into a rapid rate of change,” said Mark Uttley, Group Strategy Director at AKQA. “Agility, big data, customer experience, and automation are all major factors driving this change in market research, and it’s exciting to be part of a group that’s committed to exploring ways that we can all adapt to these new market realities.”

Commenting on the consortium’s great momentum, Frederic-Charles Petit, CEO of ITWP Group said, “The interest and participation in the consortium has been positively overwhelming so far. Our first meeting was a great success with lots of positive energy and camaraderie amongst members. I see a lot of runway ahead as we work to tackle issues that will help shape the future of consumer insights and market research in a way that benefits the members of this group and the industry at large.”

If you’re interested in learning more about Insights on Demand, contact

About Insights on Demand™
Insights on Demand™ is a transformational market category based on business needs for fully integrated approaches to understanding constantly shifting consumer sentiment and taste. This democratized vision for market research makes insights into consumer intent accessible and achievable for all business professionals in companies of all sizes. Insights on Demand™ promotes the tight integration between technology and companies to provide iterative real-time insights that reflect constantly shifting market sentiment. ITWP, parent company of Toluna and Harris Interactive launched Insights on Demand in November, 2017. This release marks the launch of an industry-wide member consortium. For more information about Insights on Demand, or to join the consortium visit

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