Research Incorporated: Enhancing market research usability through strategic creativity

Carola Verschoor and Kees Elands

This paper discusses the challenge faced by the market research industry to be more efficient and relevant.

Research Incorporated: Enhancing market research usability through strategic creativity

Carola Verschoorgroh!, NetherlandsKees ElandsTrendsActive, Netherlands

Introduction

We keep hearing that research needs to be sexier. It's time to make it happen! Across industries and clients, time and again, the full power of great research remains unlocked and unused. Yet research has a story to tell. We have worked with clients who dared and succeeded in taking research beyond the standard report.

As a result the more practical, shareable, visually attractive and contextually relevant formats made an impactful difference in decision-making. The result is that research is incorporated into...

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