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What do clients want from market research?
In the spring of 2017 InSites Consulting conducted a quantitative research piece among German corporate researchers and insights managers (participants were all a member of P&A’s PUMA Network of research buyers/users). The sample of this study consisted out of 101 experienced client side research professionals – 57% of them had more than 10 years of experience in the market research industry.The results of the survey allow us to sketch a picture of the key trends and evolutions in the (German) market. In order to make the conclusions of the study ‘actionable’, we will map them on the 3 strategic horizons of consultancy firm McKinsey:
1. What do corporate research professionals see as things they need to act upon ‘today’;
2. What are the aspects they are working on to be ready for ‘tomorrow’ (or: the near future) and
3. What are the key elements that are on their radar and that they are exploring to do things (radically) different in the ‘day after tomorrow’ (being: the further away future).