Ushering in the ‘Golden Age’ of research & insights

Fourth Source 27 Jul 2020 08:00

We are standing on the edge of a new ‘Golden Age’ for research and insights. The increasing volume of data, now the world’s most valuable resource, is undoubtedly a catalyst in this situation – but this new ‘Golden Age’ isn’t going to come in of its own volition. We first need to accept the changes in the landscape around us. Not least how workforces are hurriedly moving online due to the current Covid-19 crisis and the social distancing measures employed to combat its spread.

In this environment, what separates those that ‘sink or swim’ is how they adapt to change, from fluctuating environmental conditions to shifts in the fundamental nature of business.

We are no longer operating within a ‘market research’ ecosystem. The environmental conditions of our industry have changed, and, as such, we now operate within the much larger ‘data and insights’ ecosystem. To thrive in this new climate, this shift must firstly be recognised. We can then begin to understand the fundamental differences between the two before looking to maintain current principles of quality insights and metrics.

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