Using research to 'futureproof' strategies

Argues that too much market research, and therefore business decisions, assume that the future will be the same as the past.

Using Research To 'Futureproof' Strategies

William Nelson and Brian Garvey Future Foundation

Introduction

This paper sets out from the premise that too many business decisions, and the market research strategies they are based on, are conducted without sufficient orientation to the future. Too often, the future is seen as indecipherable or unpredictable, so decisions are based on a tacit assumption that the conditions of the...

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