Turning big data into smart data is essential to cut costs and grow business, but customers’ personal information must be handled with sensitivity to build consumer confidence
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
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In this report
Once upon a time, market research was about delivering thousands of pages of analysis – now the emphasis is on actionable insights which speak to all departments of an organisation
It may be lo-tech compared with the hi-tech analysis of big data, but qualitative research remains a valued voice in marketing
Most outfits now realise the importance of good market research, but the question remains which is the best way to generate the best information?