Abstract:

This paper provides the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line. By now the study has become an ongoing process to identify how market research can add more value to the business process. The paper is based on the analysis of a selective sample of 30 choice behaviour studies in the consumer packaged goods, consumer durables and pharmaceuticals markets. The studies regarded pricing and new product development decisions. Interviewing decision-makers, end-users of these studies, also provided input for the analysis.