The evolving role of in-house market research professionals: From “reactive” to “proactive”
Andy KungThe Hong Kong Jockey Club, Hong Kong
Grace TseDisneyland, Hong Kong
PREFACE
The Market Research industry has evolved in a number of...
The evolving role of in-house market research professionals - From “reactive” to “proactive”
This paper discusses how the role of the research professional inside a company is changing, from being a provider of information (managing traditional research projects) to a more significant and proactive role, identifying business opportunities, assessing risks and delivering analytical insights in all aspects of the business.
