Client research: Don't explain the past, predict the future

The insights industry has long focused on explaining events that have already occurred in the hope of avoiding repetition of past mistakes.

Don't explain the past, predict the future

Stan Sthanunathan Coca-Cola

The research industry needs to stop looking backwards and employ new technology to anticipate changing consumer behaviour

When a CEO wants to know how a product launch went awry, how purchase habits have changed or where the company is gaining ground, they ask research for answers. We have reams of them. But what if they ask a better question – one about what is going to happen? Then we might be stumped. Yet, if we want to increase the impact of market research, we need to focus far more...

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Insights Team
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