Optimizing Value from Market Research (Part One)
Scott Laing, Natasha Kennedy, Brian Cruikshank, ORC International | November 17, 2014

Most companies fail to realize the best value from their market research efforts. That’s usually due to a lack of coordination among those doing the research and those who could make best use of it. Companies may have valuable data on which to base important decisions, but if key players in the company are operating in an isolated business function silo, they may be unaware that this information exists. Or, they may not be collaborating with market researchers to ensure that the data collected is tailored to addressing key business challenges.

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