The unique value of consumer insights: Paving the way for ROI
Market research needs to prove the ROI of the insights it provides. Strategies for demonstrating ROI are discussed in this article by Horst Feldhaeuser.
Market research needs to prove the ROI of the insights it provides.
In this article for GreenBook, Horst Feldhaeuser discusses strategies for demonstrating the ROI of market research.
As market researchers, we use data to provide valuable insights to our clients. But rarely do we use data to tell the story of the value we provide. Horst knows that proving ROI is easier said than done. In this article he suggests laying the groundwork from the outset of a project, thinking ahead and executing tasks such as:
- Bridging the gap between the interesting (data) and the impactful (insights)
- Being outcome-focused
- Evaluating current methods and budgets