The evolution of market research into “Brandtech”

Kantar, a data, insights and consultancy company, demonstrated the benefits of brandtech.

Introduction

The research world of today barely resembles what it looked like even five years ago. Major external stressors, from technology revolutions to financial crunches and global pandemics, have fundamentally altered our industry's landscape. Many in the industry have long recognised what the promise of technology means for our businesses, but we've often been slow to adapt; the status quo has prevailed. This luxury has been stripped away from us completely thanks to Covid-19, though. Nevertheless, for those forward-thinking companies that had already started investing in technology, Covid-19 simply accelerated a trajectory that they were already on. Granted, this acceleration...

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