2025版互联洞察必要性指数：解锁第四级

2025 Edition: Unlocking Level 4 Index 1.Intro & executive summary2.Key takeaways3.2025 findings The Connected Insights Imperativeis an annual research initiativefrom Zappi, designed to help Jump to the methodology sectionto learn more about the survey and About this report Consumer voices have never beenmore accessible. Technology democratizes data collection — and AI accelerates analysis. Yet many organizations remain stuck in fragmented, reactive This report examines how business leaders are bridging these gaps. Zappi surveyed professionals across industries to understand the We also looked at satisfaction levels, persistent barriers and therole of emerging technologies, including AI. Most importantly, we introduceLevel 4 of the Connected InsightsFramework— the “AI-Accelerated" stage, where insights become Executive summary The insights landscape is shifting. Fast. Zappi’s 2025 survey data reveals companies are investing heavilyin AI and technology. In fact,44% of respondents’ companies Yet satisfaction gaps persist. While three in five professionals are satisfied with the state ofconsumer insights, the real story lies in the dramatic differences Bottom line: Companies with connected insights report highersatisfaction rates than fragmented organizations— 24 pointshigher for satisfaction with their company’s consumer insights Key findings 1.The satisfaction paradox:Connected insights dramaticallyimprove satisfaction, yet only 38% of organizations are 2.Barriers persist despite investment:Data fragmentation (41%)has overtaken budget constraints this year as the top barrier 3.AI investmentsurges:44% of companies hired new AI/dataintegration roles in the past year. Technology usage correlates 4.The Level 4 opportunity:Organizations are ready for the nextevolution — consumer insights and data as embedded 5.Function over form:Who does the work matters less than howit's organized. Teams with collaborative, assertive engagement Recap of lastyear’s findings The 2024 Connected Insights Imperative report establishedbaseline challenges organizations face with achieving the ●Budget constraints dominated barriers to ●Data fragmentation affected one-third (33%) ●Time constraints limited analysis depth (28%)●Connected insights showed clear Note:The 2024 sample had a slightly higher representation frommarketing professionals, while this year has a slightly higher State ofTHE CONNECTED INSIGHTS IMPERATIVE 2025 connectedness The state of A little more than a third (38%) ofrespondents say their insights and 62% of respondents reported thatconsumer insights arefragmentedor Most insights teammembers are viewed as One third (33%) say their insights staff areviewed ascollaborative strategic partners. 27% say their insights staff are viewed asreactive order takers. And just under half (44%) say their insightsstaff fall somewhere in the middle — seeing Yet, organizationalfragmentation of consumer Only 23% of companies state thatinsights work is performed by adedicated department or function, 14% have a single person dedicated toinsights, while another 14% distributeinsights work across teams. Just 5% What does “connectedinsights” mean exactly? Historically, consumer insights were derived from disconnected, one-off And because research studies were slow and expensive, companies hadto be selective with where they put their budget. As a result, many Technology today allows for a better approach to insights. One that’sconnected, continuous and integrated — giving brands a real-time, With connected insights, companies can embed consumer insights intotheir decision-makingso they can make faster and better decisions and Brands that harness connected insights are better equipped towin in the market. Only 1 in 3 manageconsumers insights A third (33%) of respondents say their projects arehandled systematically, while two-thirds say their Instead, they either use separate tools andprograms (41%) or carry out projects ad hoc, with a Testing early andoften is common Just under half (46%) say that consumerinsights are used at the beginning of a project. Only 6% say they use then only whensomething has gone wrong. And 7% say consumer insights arerarely used at all! Connected companiesinvolve consumer insights Companies that connect their insights aremuch more likely to use consumer insights While companies with completelydisconnected data are much more likely to Innovation is wherecompanies see the How are companies using insights, and what dothey use as their metric of success for insights? Nearly half (46%) use insights to inform productinnovation success, while 42% use it to improve operational efficiency (make faster decisions, etc.). Only 8% do not assess the impact of insights. Connected insights isused to drive multiple Companies that connect their insights aremore likely to assess the impact of insights They are more likely to use insights to launch moresuccessful products