While the immediacy of the news, business/financial impact and KPIs dominate our (and our company’s) focus, it is easy for measurement to chase its tail in service of quick wins and near term gains as everyone feels the pressure to perform.
While it’s important to understand the state of the world and performance today, companies must also look out further to set their sites on what winning looks like in the long term.
How can measurement and insights professionals facilitate this kind of thinking in their organizations, and how can the measurement industry use this as an opportunity to reset how we think about what matters? In this discussion, researchers and measurement experts share their perspectives and experience on what it will take to go from quick-turn, reactive thinking, to longer term success as companies redefine their businesses in the ‘new normal’.