Why InsightsCentral?

We've created a process that changes behavior

The DecisionAdvancer™ tool was created based on the InsightsCentral Era 3 Model™ which defines what it takes for insights departments to become more strategic and gain a stronger role at the decision-making table. 

InsightsCentral Era 3 Model™ was developed based on qualitative research and collaboration with sharp-minded, big-thinking insights and marketing professionals from highly successful Fortune 500 companies. The model was developed to supplement the current behavioral model based on the four traditional researcher behaviors related to Designing, Fielding, Analyzing and Reporting research studies.

Our Era 3 Model™ was validated through a survey among 301 corporate-side insights professionals, which was conducted with the support of the Insights Association (formerly the Marketing Research Association, MRA).

This model:

  • Defines best-in-class strategic skills so that Insights Directors can more objectively assess and develop their team members.
  • Provides individual insights professionals with a blueprint for building their own strategic abilities.


The Explore behavior: Brings  a more keen, "eyes open" hypothesis and discovery approach to the professional process.

The Refine behavior: Injects a focusing effort to build stakeholder's strategy while adjusting the business's marketplace beliefs and facilitating decision-making.

The Align behavior: Intertwines complex multiple stakeholder perspectives leading to improved quality and confidence in end results. Through a partnering role the professional achieves better sponsor understanding and commissioned learning's acceptance.

The Harvest behavior: Expands the learning depth to the stakeholder. Seeks to influence the business ecosystem by elevating the customer/marketplace voice including its representation in the decision-making process.

The Evaluate behavior: Creates a strategic performance measurement climate which rewards planning, accountability and results. Efficiency, time value of money, and portfolio management lead to highly visible, competitively advantaged human resources change management efforts.



Learn More about DecisionAdvancer™