Future of Market Research

Market research is essential for businesses to know their customers, mitigate risk and make informed choices. But with huge amounts of data now available, recognising the difference between behavioural analysis and actionable insight will provide the competitive edge. This report rethinks market research in the digital age, exploring how best to conduct a survey, tips on mining social media, how to use data to problem-solve, and the pros and cons of in-house and outsourced research, as well as the limitations of data and why qualitative research is as valued as ever