Why this is the year market research will really shine
BY PETER HARRIS
Thinking about the future of marketing and market research in 2014, I can’t help but feel positive. And it’s not necessarily because of business growth for everyone involved in marketing and research, but it’s because professionals who can play a role in helping marketers make better decisions, quicker, will flourish. This year will be more about getting research outputs and insights into a flow that gets research professionals into the decision-making processes of big business and government, and less about research methodology or new approaches to data collection.