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...