Newly elected President, Anne-Sophie, on Revolutionizing the Impact of Insights

The Insight250 spotlights and celebrates 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing. The awards have created renewed excitement across the industry whilst strengthening the connectivity of the market research community. Winners of the 2024 Insight250 were announced this past September - you can see the full list of Winners at Insight250.com. Nominations for the 2025 Insight250 close on March 31, so be sure to submit your nominations at Insight250.com/nominate.

With so many exceptional professionals named to the Insight250, it seems fitting to tap into their expertise and unique perspectives across various topics. This regular series does just that: inquiring about the expert perspectives of many of these individuals in a series of short topical features. 

This edition features Anne-Sophie Damelincourt. Anne-Sophie is the newly-elected President of ESOMAR, which is a premier partner of the Insight250 Awards and a premier professional association for the insight industry. She is also the Founder and Owner of Blue Lemon Insight & Strategy.

I sat down with Anne-Sophie to discuss the evolution and advancement of insight associations and their importance to the market research industry from her perspective as an industry expert and association leader. It’s a fascinating discussion that reviews the insights industry from another unique viewpoint.

Crispin: Anne-Sophie, you’ve worked as a client at brands such as Unilever and Lactalis, at major agencies such as Nielsen and Strategir, founded and run an agency and served for many years as a Council Member and Treasurer, at an association (ESOMAR) - how does the role of insights differ when looked at through these different lenses and how critical is insight in today’s world? 

ASD: Insights are essential across all lenses, but they manifest differently depending on the role, the objectives and the business model of the stakeholder involved. Each perspective should ideally contribute to a holistic understanding of the market and of customers, ultimately leading to better strategies and innovations. This is why I founded my own consulting agency to help companies and their brands to better align their data, insights and their strategy. The role of associations and of Esomar is crucial to showcase the best and the latest practices ensuring that both brands and agencies create and use data and insights according to good standards and with ethics.

Crispin: What do you see as the key challenges facing insights professionals in 2025?

ASD: The landscape for insights professionals is rapidly evolving, and several key challenges are anticipated for 2025 and beyond: 

Proving Value: Insights teams will need to demonstrate their impact on business outcomes convincingly. Quantifying the value of insights and showing how they drive decisions will be essential to securing ongoing investment and support.

Skill Development: As the field continues to evolve, insights professionals will need to upskill to remain competitive continually. This includes not only technical skills in data analysis and technology (AI, machine learning) but also soft skills in storytelling and strategic thinking.

Stakeholder Alignment: Ensuring that insights align with the strategic goals of various stakeholders within an organization can be challenging. Insights professionals will need to communicate effectively and advocate for data-driven decisions across departments, fostering a culture that values insights.

Sustainability and Social Responsibility: There is an increasing demand for organizations to demonstrate their commitment to sustainability and social responsibility. Insights professionals will need to identify consumer attitudes toward these issues and help brands align their strategies with societal expectations. Addressing these challenges will require insight professionals to be adaptable, forward-thinking, and committed to continuous learning.

Crispin: You’ve recently been elected as President of ESOMAR for 2025 to 2028 (Congratulations) - what role to associations have to play in the challenges you’ve mentioned?

ASD: Thank you! The role of associations like ESOMAR is vital in equipping insights professionals to navigate the challenges of the future if we want to stay relevant and above the curve. By providing education, resources, advocacy and networking opportunities, our goal is to empower members to thrive in a rapidly evolving landscape, ultimately advancing the profession as a whole.

Crispin: What will be your key focus whilst President of ESOMAR?

ASD: I focused my campaign on ‘Empowering you’. As a professional non-profit organization Esomar DNA or Raison d’Etre is anchored into its Members. With the Council and Team I aim to steer our transformation to empower every Member, increasing their influence, and showcasing our value added to drive impact and growth for businesses and societies in our game-changing ecosystem. Esomar has initiated a deep digital transformation project based on a Member-centric approach, to enhance Members’ interests and value and to reinforce our purpose. This project will be implemented in the coming months and is a key building block of our work.

Crispin: How can members and those working in the profession help you achieve those goals?

ASD: As part of an association, every Member can play a role. ESOMAR members and insights professionals can significantly contribute to the association’s goals, fostering a strong, collaborative and forward-thinking community that is well-equipped to face the challenges and opportunities in the insights field.

Members can engage actively in ESOMAR events, workshops, webinars and conferences. By participating in discussions, sharing experiences, and contributing to panel sessions, they help create a vibrant community that fosters learning and collaboration. Members also can act as ambassadors for ESOMAR, promoting its mission, values, and offerings within their networks.

Each of us can advocate for ethical practices, for diversity and inclusion within their own organizations and the broader insights community, members can help create a more responsible and equitable industry. Beyond the Council body we can volunteer for committees or working groups within ESOMAR.

This involvement not only helps shape the direction of the association but also allows professionals to bring their insights and expertise to the forefront of discussions on industry challenges. Experienced members can actively mentor newcomers to the field, sharing their knowledge and guiding them in their career development. This is key to bridge the gap between generations, practices and geographies.

Crispin: ESOMAR is a key supporter of the Insight250 Awards, why should people nominate leaders and innovators for these awards?

ASD: Thank you to Insight250 and mTab for offering this bright initiative. The Insight250 Awards recognize individuals who have made significant contributions to the field of insights and data. By nominating innovators and leaders we can honor their achievements, highlight their impact on the industry, and inspire others to push the boundaries of innovation and excellence.

Nominations also help showcase the diverse talent and creativity within the insights community, motivating a new generation of professionals to follow in their footsteps and contribute to the ongoing evolution of the sector. ESOMAR’s support of these awards underscores the importance of recognizing those who are shaping the future of insights and fostering growth in the industry.

TOP TIP

What’s your top tip to be a leader & innovator in our profession?

ASD: My top tip to be a leader and innovator in the insight profession is to stay curious and to embrace continuous learning. The data and insights field is constantly evolving with new technologies, methodologies, consumer behaviors and new regulations. To stay ahead you need to be open to new ideas, experiment with innovative approaches and challenge traditional ways of thinking. We must encourage collective intelligence and create an environment where diverse perspectives are valued as this fosters creativity and drives impactful solutions.

Ultimately, being a leader in the insight profession is all about inspiring others, staying adaptable, accessible and always looking for ways to stay relevant and wise.

Crispin: Anne-Sophie, thank you for providing such a fascinating perspective from your extensive career and upcoming role as ESOMAR President. Best of luck guiding ESOMAR as a beacon for professionals across the globe as they navigate the advancements and evolution of the insight industry.