Clientside researchers need ‘more influence'

US-- In a report on the outlook for the market research industry, Forrester has highlighted the need for clientside researchers to increase the influence of their work in their organisations.

Author Reineke Reitsma said it is “critical” that researchers within a company deliver insight and link research results to business objectives.

The report, which looks at trends in the industry, predicts that internal research teams will come under pressure as stakeholders look to justify their research spend.

Reitsma advises firms to use new technologies such as shopping simulations alongside more traditional data collection methods to add qualitative insights, especially from younger consumers. Tools such as online communities can also be used to improve engagement, she writes.

Author: James Verrinder