Client spend has proved worthwhile when the researcher immerses themselves in the creative process and is able to apply their thinking and new insights in real-time.
AI is leading a digital transformation of marketing and marketing research, by helping to turn data into actionable insights, delighting consumers and improving efficiency.
Recent articles and conference talks have differing views on the role of market researchers when it comes to “action” coming from insights. This post argues for a balanced view of “action” without over-reaching.
Making use of data from multiple sources is a must for every marketer. Going into the endeavor with a clear plan is key to success, as is maintaining what made you successful in the past – your ability to interpret information and use it to make decisions.