Forrester

Why Read This Report

Businesses face pressure from increased competition in a flat world and are dealing with financial crises; exponential growth of technological changes; Internet-enabled customer power; and other economic, technological, and social challenges. To survive in this new economic environment, businesses need fast, high-value, deep, and actionable insights across the breadth of the business, all while finding ways to increase productivity and cut costs. The mandate for market insights is to become a more capable and valuable organization that can meet the business' needs — or be seen as cost center to be overloaded, offshored, or outsourced. In this report, we show the present reality for market insights professionals and lay out a vision for the evolution of market insights from cost center to high-value business enabler and business driver.