Abstract:

Research agencies risk disintermediation because of the rapidly changing context they operate in: i.e. an increase in direct-to-consumer touchpoints, competition from new data providers and more. The role of the research professional is polarising from generalist to either data technologist or strategic business leadership partner to senior management. In summary, 'what’ constitutes market research best practice is changing dramatically, but “how” the research aligns strategy, structure and capability now needs to adapt urgently. Insights2020 will drive the new insights roadmap to growth. Personal growth of the research professional, growth of the insights discipline and industry, and growth of the businesses that the market research industry supports.