This article from the McKinsey Quarterly outlines how marketing functions are being forced to re-structure by the need to improve customer engagement. This has big implications for market research.
The article suggests that ‘A premium will be placed on problem-solving and strategic-marketing skills, rather than on traditional market research capabilities such as designing surveys and commissioning focus groups’.
Find out more at http://www.mckinseyquarterly.com/Marketing/Strategy/Were_all_marketers_now_2834
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