Insight Awareness Index launches

The initiative will offer a measure of brand awareness and market presence, allowing businesses in the data and insights sector to benchmark their performance.

The index will monitor and review the market annually by surveying industry professionals, with the first results set to be shared in the fourth quarter of 2024.

Keen as Mustard founder and chief executive, Lucy Davison, said: “Focusing solely on lead generation is risky when 95% of customers aren't ready to buy (according to the Ehrenberg-Bass Institute). Awareness is a major challenge in the data and insights sector, but measuring the success of long-term growth activities has been elusive – until now.”

Keen as Mustard and Insight Platforms are inviting members of the industry to complete the survey.