The proliferation of consumer insights technology has given stakeholders access to an increasingly complex data landscape while significantly altering the role of the market researcher.
Thanks to technology, conducting qualitative research such as in-depth interviews or quantitative studies like concept tests are fairly straightforward compared with what researchers face upon returning to their workspaces.
They’re often met with piles of structured and unstructured data from half a dozen or more various sources. The tricky part is knowing what to do with all the data and how to turn it into something meaningful.
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