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Trends in Customer Insights: Shifting from ‘the Next Big Thing’ to Delivering Business Impact

Research allows us to explore people’s lives: how they live, their routines, their likes & dislikes, their attitudes & opinions, their beliefs. In today’s rapidly changing world, understanding people and uncovering their truths, has never been more central to business in meeting their customers’ needs.

This paper explores the shifts that are taking place within the consumer insights industry; beginning with the origins and evolution of research approaches, followed by the current state of play and what this means for tomorrow.

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