Competing on Decision Confidence by Paul Griffiths

Synopsis

As the application of insight within organisations become faster, more data rich and more decentralised, insight is no longer confined to a single function or team. Instead, brands are evolving into continuous generators and users of insight; with value increasingly defined not by the production of research, but by the confidence it creates in decision making. 
 
In this keynote, Paul Griffiths will explore how client side organisations are re-wiring their research and insight workflows as friction is removed from tasks such as analysis, synthesis and signal detection. The session will examine what this means for internal insight teams as their role shifts from producing outputs to enabling better decisions across the organisation. It will also surface a growing tension between how brands describe their transformation and what is actually happening in practice; highlighting gaps between stated ambition, lived behaviour and the realities insight teams face when managing stakeholders who expect speed, certainty and clarity. 
 
These changes have profound implications for the agencies that support them. Agencies are being challenged to rethink how they anticipate client needs, where they insert themselves into the decision process, and how they articulate a value proposition centred on decision confidence rather than delivery alone. Traditional project structures and pricing models are under pressure, while new commercial and operating models are beginning to emerge. 
 
Designed for technologists working across the market research industry, this session connects organisational change to agency adaptation. From workflow design and commercial models to the role technology plays in shaping trust, judgement and outcomes. 
 
Rather than offering definitive answers, the session will test emerging hypotheses, surface unresolved tensions and invite the audience into a shared exploration of what it truly means to be fit for change when competitive advantage is increasingly determined by the quality of decisions organisations are able to make.

Paul Griffiths

Paul Griffiths is the founder of Client Advocates. He helps leaders of Market Research and Insight Agencies grow revenues through proven strategies. He supports Heads of Insight to increase their influence and budgets by more effectively generating commercial impact.