A New Model for Converting Market Research Data into Actionable Insights

The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and accessible view of how this should happen.

A New Model for Converting Market Research Data into Actionable Insights

Jonathan Fletcher, and David Smith,  Citigate DVL Smith

INTRODUCTION

The theme of Research 2002 Insight into Action captures a current preoccupation of our industry: the development of new approaches to help us generate insight and wisdom from the mass of information at the disposal of marketers. There is general agreement within the industry that a more interpretative, widely informed approach is the way forward1. This goes by various names, including: eclecticism, bricolage, and holism.

But the acknowledgement of this idea falls...

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