Abstract:

On average marketers depend or rely on data for only 11% of all customer related decisions. Instead of basing decisions on data, marketers rely on previous experiences, intuition and their colleagues. If market insights are not available when needed, market research can't add value and is passed over completely. Taking into account the following 5 trends, market research needs to be able to and can deliver immediate insights without detracting from the solidity of the results: -Need for evidence at the right price -Need for speed -Reality and Virtual reality intertwine -The 5x5 reality conditioning primary insights collection -The evolving role of the Customer Insight specialist