Abstract:

The 2021 Users and Buyers Global Study recognizes the fundamentally important role that brand-owners play in determining the shape and structure of our profession. This is the first in what we hope will become an annual monitor study. This research establishes a benchmark of how insights are viewed and commissioned within brand-owning organizations, and the key criteria applied to what is considered 'good' and 'successful' research.

Join study author Ray Poynter of NewMR and guest Kajoli Tankha of Microsoft to learn:

• Key findings from the research.
• How research customers are driving innovation, change and evolution of the insights and analytics industry.
• The growing demand for speed, instant feedback and digital solutions.