Trends Report

Evolve From Research To Insights

Market Insights Have The Power To Inform Crucial Business Decisions

October 5th, 2012
Richard Evensen, null
Richard Evensen
With contributors:
Reineke Reitsma , TJ Keitt , Molly Murphy , Brad Bortner

Summary

Businesses face pressure from increased competition in a flat world and are also dealing with financial crises, the 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 evolve into a more capable and valuable organization that can meet the needs of the business. In this report, Forrester describes the landscape of market insights' evolution — from being pure market researchers to providing insights that drive business value — and how market insights professionals are evolving from cost centers to high-value business enablers and, ultimately, business drivers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.