Marketing is mutating and the role of the CMO is changing because the customer too is changing.
Here are my 5 top tips for things I think market researchers should do in 2016 - as per my closing keynote at IIeX Amsterdam.
For most brands and services my research has led me to suggest that about 80% of research budgets should be spent researching customers.
Marketing is taken less and less seriously in a broad range of companies. Why is this relevant for Market Research?