The top types of market research considered to be of most use to large companies over the next two years are branding and market assessment. However, despite average revenues of $6 billion, only 1-in-5 of these firms have commissioned a research project in the past two years. So, why aren’t these companies investing in the research that over half believe would be so valuable?
In our experience, we’ve found part of the challenge is that a return on investment (ROI) on market research is hard to predict. With this in mind, it is a market researcher’s job to convince companies that they are failing to realise the impact market research can make and that measuring the ROI is possible.
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