Market research: A new generation on the go. Personal experience in transforming the role of the market research department from 'data provider' to 'leadership for growth'

Corinne Rosinski

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business decisions.

Market Research: A New Generation on the Go

Personal Experience in Transforming the Role of the Market Research Department from “Data Provider” to “Leadership for Growth”

Corinne RosinskiUnilever Belgium, Belgium

INTRODUCTION

Over the past few years, there has been a lot of discussion and debate around the role of market research within the industry. Many market researchers feel the need to move away from a position of being mere “data providers” towards becoming real “consultants adding value”.

This paper first addresses the problem with the most common criticism of market research. “The five Golden Rules to increase your impact”...

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