Last week, ISBA released its latest market research guide for clients, focused on maximising the procurement and management of market research services. The publication comes as procurement departments are playing an ever-increasing role in consumer insight operations.
While this is an undisputed shift, it coincides with more fundamental developments in the market research industry, primarily prompted by technological advancements. With so many shifts in the discipline, then, how should agencies be adapting their new business practices?
Pearlfinders has spoken to companies across the utilities, retail, FMCG and financial services industries, for perspectives on the evolution of the procurement of market research services, as well as the next areas of investment.