In Retrospect . . . Lessons Learned
How Market Research Can Add More Value to the Business Process
Dirk HuismanSKIM Analytical, Netherlands
SUMMARY
Main Results
When more than €17 billion is spent on market research per annum2 there cannot be any doubt that market research is adding value to the business process. However market research is part of business process from which it cannot be isolated. It is the business process in which the results are used that generates value. In other words market research is not generating value, using the results generates value.
On...