Be more fleet-footed in market research

The growing pressure on marketers to deliver rapid return on investment is forcing the research industry to question its techniques.

Adopt new technology to be more fleet-footed in market research

Jill Telford

The pressure on marketers to deliver faster advertising return on investment should be a good thing for the research industry because it forces us all to question some fundamental research practices.

The most notable of these is client dependence on long surveys, which ultimately means a longer research process. This tendency to 'boil the ocean' on a regular basis usually stems from an innate fear of missing something important. The truth is that, while clients do recognise the need to streamline their research to save time and safeguard...

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