Market research remains on the agenda
There’s no doubting that times are tough for many companies right now. So it’s pleasing for us to note that marketers are continuing to recognize the value of market research in helping their organizations to not only survive, but thrive.
A survey by Anderson Analytics of 643 members of the Marketing Executives Networking Group (MENG), shows that one in every 10 of these US marketing executives foresees a much greater use of market research over the coming months, with a further 3 in 10 expecting at least some increase in market research activity.
A further 4 out of every 10 is not expecting to see a change, but even this can be taken as a real positive at a time when marketing budgets are being squeezed and marketers are coming under pressure to justify any expenditure.
B2B International has recently published a white paper on measuring and maximizing the return on investment of market research. To read this paper, please click here.