Abstract:

We live in a time of VUCA (volatility, uncertainty, complexity, and ambiguity). It is difficult to predict the future as an extension of the present, because so many things happen that are impossible to predict. Who could have predicted the COVID-19 pandemic that caused so many changes in society and people?s behaviour and attitudes? It's the same in the marketing industry. Product developers in companies find that new products are outdated by the time they arrive on the market. Clients of research insight specialists are not just looking for evaluations of what they have on the market now, but also creative ideas aimed at the future.