Data science has undoubtedly had a huge impact on the market research industry, but real insight is about more than just data.
The future of research lies in the ability to combine multiple data sets with primary research; using either in isolation limits their value. It’s no longer a question of what topic should be researched, but a focus on business issues and how research can answer the ‘why’ to provide strategic direction and drive positive change.
Adele Gritten, UK MD, shared her thoughts with RW Connect. Read the full article here.