Abstract:

This paper shares the insights from continuous primary research over the past three years with 25 leading multinational and large domestic Australian clients exploring their current and emerging needs with respect to market research. The paper identifies and brings to life eight needs that provide a foundation on which to base and focus our industry innovation efforts. The paper highlights potential gaps and opportunities for innovation around each need, provide seed ideas for innovation opportunity, and offer a needs-based checklist for evaluating current innovation relevance to clients.