Trends Report

Move Market Insights Up The Value Chain

Think And Act Like Strategic Partners To Turn Market Insights Into Business Value

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

Summary

Market insights, as a profession, has gone through significant change in the past few years, and Forrester predicts that more is yet to come. Based on our research, market insights professionals will face considerable pressure from their stakeholders and executives and will need to up their game if they expect to continue obtaining support, funding, and even employment. In this report, Forrester lays out a vision for how market insights professionals can turn insights into business value and create a high-value insights function that doesn't just survive but also supports optimal business decisions and helps businesses thrive in the age of the customer.

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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.