The New Research Contract

The New Research Contract: How Marketing and Insights Move Faster Together

Based on qualitative research with 20 senior marketing leaders, this report explores how Marketing and Insights teams can redefine their partnership to drive faster, higher-quality business decisions.

• The Speed & Access Gap: Marketing needs answers in days, but traditional research takes weeks—while existing insights remain trapped in static presentations and drives.
• AI with Human Judgment: Leaders leverage AI to remove administrative friction and summarize data, using a “trust, but verify” approach to preserve strategic insight.
• A Shared Blueprint: Details mutual commitments for building a flexible, multi-speed research model that measures success by decision quality rather than project volume.

Download the report to access the full blueprint, internal team discussion guide, and organizational self-assessment matrix.