What question do you get asked most often at work? Is it about what insights we have on our customers? Or about the latest insights on our brand? Or perhaps on the latest consumer trend? Every organisation has its own hot topics, and every Insight team could compile a list of their most frequently asked questions. But how often do we ask ourselves about the insight which we have on the audience for our own work – the senior decision-makers in our organisation? We all tell our organisations to spend more time really understanding customers. How well do Insight teams practice what we preach?