The business of insight: the price of everything, and the value of nothing?

Andy Dexter and Alice Page

This paper examines the research industry from a business perspective in order to ask (and answer) some questions about the economics and business models underpinning the market research industry.

The business of insight: the price of everything, and the value of nothing?

Andy DexterTruth Consulting

Alice PageUBS Wealth Management, Hong Kong

INTRODUCTION

We are all in the business of market research. Agencies exist to make money (or they wouldn't exist for long). Clients buy research in order to make or save money (or they would have no jobs). Clearly this works, or there would be no agencies, and precious few clients. But “how” does it work?

During the course of the last few months we have developed some thoughts focusing on examining the research industry from a...

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