Is it Time to Do Away with Market Research Departments?
C3Centricity
APRIL 2, 2018
A more recent study by BCG and GRBN resulted in an Invest in Insights Handbook to help organisations report on the ROI of the insights function. Lack of alignment on important metrics. Brand image and brand equity metrics. Storytelling. Direction setting. This research is now a few years old and the world is changing fast.
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