Abstract:

When operating in fast-moving business environments, market research is in danger of losing its seat at the table where decisions are made. Many common research tools were developed in a more slowly changing business world. To be successful, MR must actively map the forces driving the market. MR must drive a forward-looking research program to explore the dynamic, nonlinear paths of market development. This paper reviews the challenges facing MR, recommends an approach combining available tools to address critical forecast issues, and discusses case studies highlighting this approach.