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. In the GRBN report, they mention the largest barriers to the measurement of the ROI of market research and insight. Difficulty in isolating impact of consumer insights.
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