More Organizations Connect Consumer Data, but Satisfaction with Insights Falls
More Organizations Connect Consumer Data, but Satisfaction with Insights Falls
摘要: More Organizations Connect Consumer Data, but Satisfaction with Insights Falls
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Sep 02, 2026, 08:00 ET
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More Organizations Connect Consumer Data, but Satisfaction with Insights Falls
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Sep 02, 2026, 08:00 ET
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New Zappi research finds 93% of organizations use AI, but just 8% are AI-accelerated, revealing a widening gap between technology adoption and connected consumer learning
Sept. 2, 2026
/PRNewswire/ -- Organizations are making progress connecting consumer data, but expectations for what insights should deliver are rising faster, according to new study from
.
Zappi's third annual
Connected Insights Imperative 2026
, based on a survey of more than 250 marketing and insights professionals, finds that 48% of organizations now have connected consumer insights and data, up from 38% in 2025. Yet overall satisfaction with the insights function fell from 60% to 48% over the same period.
The findings point to a new imperative for marketing and insights leaders: move beyond connecting data to connecting learning across innovation, advertising and brand decisions.
Greater insights organization maturity delivers a human payoff:
Organizations further along the Connected Insights maturity curve report significantly higher satisfaction with their insights function. Satisfaction rises from just 9% among disconnected organizations to 32% among fragmented, 62% among connected and 75% among AI-Accelerated organizations.
Connected organizations are also better able to bring together the "what" and the "why" of consumer behavior. Nearly half (47%) balance behavioral and performance data with consumer insight and motivational data, compared with just 14% of disconnected organizations.
The widening gap suggests connectedness is still paying off. But as more organizations centralize their consumer data, simply having connected insights is becoming table stakes. The next challenge is making that knowledge easier to apply and build upon across decisions.
AI is nearly unive