Market Research Viewpoints

Choose wisely to avoid costly errors

To weather current economic storms, marketers have to do more than just batten down the hatches – they must also be sure to only invest in products and marketing that are going to strengthen their business. 

The research industry provides insights that are invaluable at this time, helping to take some of the risk out of creating new products and campaigns. But research companies are also under pressure to provide insight at a reduced cost and in ways that use the latest technologies most efficiently. 

In this issue of Viewpoints, Marketing Week has invited industry experts to discuss the challenges facing marketers, and ways in which the right research partners can help them meet stringent consumer demands.

As these essays underline, using the right research tools will help to protect against making costly mistakes that could mean the premature death of a potentially successful brand.

Sarah Gilchriest

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