Why Read This
The market research profession has gone through significant change in the past few years, and Forrester predicts that more is yet to come. In fact, market insights professionals will face some considerable pressure in 2012 from their stakeholders and executives. Expectations will increase with regard to timeliness, quality, depth of insights, innovation, and ownership of research outcomes. But 2012 is also the year in which market insights professionals will need to invest time in understanding and implementing emerging methodologies like social market research and mobile research; train the team on how to move from research to insights; and, most importantly, collaborate with other parts of the organization like customer intelligence to come up with a unified message to the executive team.