Abstract:

As an industry, market research is well placed to meet one of the most pressing needs of the modern company's CEO - understanding how to grow the business. To do this, however, requires a different approach to using consumer data. This paper examines how market research can rise to the challenge, answer the needs of modern managers, and produce consumer-based business growth strategies. The paper puts forward an approach that has been used successfully for more than 30 brands in 12 countries.