E14: The insight agency of tomorrow: Why perspective matters more than data
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E14: The insight agency of tomorrow: Why perspective matters more than data
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概要
How do insight agencies keep up when tech companies and clients have access to more tools than they do? In Season 2, Episode 14, JT Turner sits down with John-William Awbrey, Head of Brand & Campaign Insights at Sky, to explore where agency value really sits as data becomes easier to access and analysis becomes faster to produce.
Together, they argue that data doesn’t create value; perspective does. Competitive advantage is shifting away from owning data toward interpretation, synthesis, and a point of view leaders trust
.They explore what the research agency of the future could, and should, look like: moving beyond static deliverables and slow, one-off projects to more embedded partnerships that combine human expertise, technology, and AI to deliver faster, more iterative, decision-ready insight for modern, always-on businesses.