Less than 40% of marketers employ consumer research to drive their marketing decisions, and it’s a massive misconception that consumer research is simply a luxury. In fact, consumer research should serve as the foundation of every business. Consumers are no longer affected by mass marketing approaches. How do you keep on top of ever-changing consumer behaviour and preferences after nearly three years of unprecedented disruption and being in a continual state of uncertainty? What’s the real value of consumer and market research, and what are the tools available in this new age of digitisation? 

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