Evolve From Research To Insights

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.