Insight Industry Awareness Index Launched

In London, MR industry communications agency Keen as Mustard Marketing and web site resource Insight Platforms have launched an awareness ranking for insight companies, which will track the perceptions of professionals in the sector each year to identify high profile companies.

Keen as Mustard Marketing specialises in PR and comms for data, research and insights, with clients both on the supply side and in insights teams within global brands. Insight Platforms provides an online resource for tools, technologies and training in the research and insights industry, including directories, reviews and virtual events.

The partners say traditional metrics 'often fail to capture the true impact of long-term marketing efforts', and aims to fill this gap with the Insight Awareness Index providing 'a reliable measure of brand awareness and market presence', with which companies can benchmark their performance and identify areas for improvement. You can take the survey and contribute to the ranking here.

Keen as Mustard founder and CEO Lucy Davison (pictured) comments: 'Focusing solely on lead generation is risky when 95% of customers aren't ready to buy (according to Ehrenberg Bass). Awareness is a major challenge in the data and insights sector, but measuring the success of long-term growth activities has been elusive - until now'.