A Center of Excellence (CoE) in consumer insights or market research is a centralised function responsible for defining how research is conducted, evaluated, and applied across the business. Rather than leaving each team to develop its own methods independently, a CoE establishes shared standards for study design, vendor selection, data quality, and stakeholder reporting. This structure reduces duplication, raises the floor on research quality, and ensures that findings from one part of the business are accessible and credible to others. For enterprise organisations running research across multiple markets, brands, or product lines, a CoE provides the governance layer that makes customer understanding consistent and cumulative rather than fragmented and disposable.