In this latest episode of Now that's significant, Geoff Lowe discusses the age of data enlightenment that the Market Research industry is heading into, and what that means for insights professionals. The podcast covers:

- How the industry is currently working rather in fragmented and sequential ways, which slows down the process to value and even reduces the value itself.

- The potential solution of where get clients and stakeholders become involved in the discovery and understanding of the insights and the consumer data that they're analyzing.

- How hands-on approach leads to a better grasp of what's happening in their customers' minds, which means they can take faster action as a result of what they've learned.

- Some of the barriers of this data enlightenment, include researchers holding onto the kingdom (of old), and then also technology and disparate systems as well, 'undemocratic' processes. All of these requiring shift in mindset / changing of expectations.

- And lastly the fruit and joie de vivre insight teams can rediscover when they unleash the power and potential of these modern, consumer data and insight tools.