The agony and ecstasy of teaching an old dog new tricks

Date of publication: November 20, 2017

Abstract:

This article has briefly surveyed some of ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology. Thus, this article has proposed that marker research organisations focus on: 1. Creating and maintaining the low-level plumbing for their platforms that allows for high-level flexibility by downstream technical teams; 2. Creating in-house capabilities that cater to either the full, or at least intermediate, requirements of client teams and only externalise the subset of value-add capabilities where it makes sense to do so.

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