Curious, where does customer Insights and research sit in your organization? Have you ever seen it as a standalone function? What is the career tragectory like?

Asking because I am currently a Sr.PM at a start up. The CEO likes my customer research work I have been doing and wants me focus on it full time and suggested I create a new research function at the company.

This scares me a bit because historically I've never seen research as its own function and I'm worried of hitting a ceiling.

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I work at a market research consultancy and 100% of my clients have Customer Insights departments. Their heads are as senior as CMOs, and they frequently mive to other broader roles, so I wouldn't say there's ceiling.

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We have it as its own function in brand marketing. The insights team. They comb through all the data we own and our third party partners provide to support the narratives that echo our value prop. There are multiple people on this team as well. Thought leadership and whitepaper research is a big driver of brand awareness for us. And that’s where there work mostly goes.

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