Planning and conducting market research

Market research is about sensing what the reality is, out there in the big wide world, right now. It follows that without market research, any company enters the market with its eyes firmly shut. Market research should never be used as a security blanket after a decision has been made – it is here to deepen the understanding of the Value Line, for example the customer, competitors and channels, anticipate the changes in market requirements and eliminate poor decision alternatives.

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