In retrospect - lessons learned. How market research can add more value to the business process

This article presents the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line.

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 annum2there cannot be any doubt...