Why Brands Struggle to USE Insights FOR STRATEGY and What to Do About It

In an era overflowing with data, brands have more access to consumer insights than ever before. From user behavior to market trends, the potential to uncover meaningful patterns and drive strategic decisions is enormous. And yet, far too many organizations find themselves stuck, overwhelmed by information, siloed by structure, or simply unsure how to move forward to best use their insights for strategy.

At Upland, we work with brands every day to bridge the gap between insights and action. Here’s what we’ve learned about why it’s so hard and what to do about it.

Common Challenges drawing strategy from insights

1. Lack of Alignment

Even the best insights can get lost if your teams aren’t on the same page. Too often, departments chase different KPIs or interpret research through conflicting lenses. Insights may be generated in isolation — shared in a slide deck, mentioned in a meeting, then forgotten. Without shared priorities or leadership that champions clear next steps, even the most promising observations fail to translate into strategy.

2. Overwhelming Data

The rise of dashboards and digital tracking has created an unexpected side effect: decision paralysis. With so much data available, it becomes difficult to know what matters most. Key insights are buried under layers of reports, spreadsheets, and tools. Instead of guiding decisions, data becomes noise — and teams struggle to focus on the metrics that actually move the needle.

3. Cultural Resistance

Taking action on insights often requires change — and change can be hard. Employees may resist new processes, question unfamiliar strategies, or fall back on “what’s always worked.” In some cases, legacy systems or rigid structures make it nearly impossible to act quickly. The result? Great ideas die on the vine.

4. Insufficient Training

Even when insights are accessible, teams don’t always feel equipped to interpret or use them. Training is often an afterthought limited to technical instruction or one-off sessions. Worse, new tools and systems can feel intimidating rather than empowering. When confidence is low, inertia sets in.

Practical Solutions for uSING INSIGHTS for STRATEGY

At Upland, we believe insights are only valuable if they lead to action. Here’s how we help our clients shift from knowing to doing:

Encourage Cross-Department Collaboration

Collaboration isn’t a buzzword — it’s a necessity. Insights should be accessible to all teams, not locked away in one function. We recommend:

• Establishing regular cross-functional workshops to interpret insights together.
• Creating shared dashboards that give every department access to real-time data.
• Appointing insight champions who help bridge communication across silos.

Simplify strategic Data Presentation

A 40-page deck won’t drive action but clarity will. To make insights digestible and usable:

• Use visuals and infographics to highlight key takeaways.
• Clearly label “what this means” and “what we recommend” sections.
• Tailor presentations for different audiences, from execs to frontline teams.

Invest in insights Training Programs

If you want your team to act on insights, you need to give them the tools to do so. That means:

• Offering ongoing learning opportunities, not just one-and-done trainings.
• Building confidence in analytics tools through hands-on workshops.
• Encouraging a culture of curiosity — where exploring the data is seen as part of the job.

Turning Insight Into Impact

At the end of the day, the value of an insight lies in its ability to drive meaningful change. By addressing organizational misalignment, managing data overwhelm, fostering a pro-change culture, and building data fluency across teams, brands can unlock the full strategic potential of their insights.

At Upland, we deliver data and help teams turn it into momentum.