In 2022, market research is crucial for organizations to adapt and overcome future challenges. The COVID-19 pandemic fundamentally changed how we live and work, leading to new habits and digital transformation. Market research allows organizations to capture, understand, and act on experience data to stay ahead. However, many organizations have lost their strategic focus, resulting in an abundance of data without meaning. This report provides guidance on how market research teams can be adaptive and seize new opportunities to lay the foundations for the future.
