Perception questions There are three levels of understanding and uptake of insights automation within enterprise organisations, according to Kokoszka. The first group believes that research is becoming less relevant in the boardroom because of the availability of other, quicker data signals, including those from social platforms. For those clients, he says, its nothing to do with cost or poor quality, its just that research is too slow. That category is very keen on digital transformation of insight and, therefore, the need to apply technology and break away from the old ways of doing things, says Kokoszka. But you need to be brave, in large enterprises nobody gets bonuses for getting it right, but lots of people get fired for getting it wrong. There is a middle ground of organisations that understand the benefits but are more hesitant to act; they will eventually move towards automation, but will take longer to do so. Then there is a large third group of companies that is content with their current status quo, says Kokoszka. Its kind of comfortable not to automate and you can make up a lot of reasons about quality, 24 Impact ISSUE 34 2021_pp21-29_Report.indd 24 18/06/2021 16:52