From Insight to Impact – The evolving role of market research in strategic decision-making
In today’s rapidly evolving and unpredictable business environment, the role of market research has fundamentally shifted. Once viewed primarily as a tactical tool used to validate pre-made decisions or evaluate post-campaign success, it now occupies a central position in shaping business strategy. Increasingly, market research is becoming a key driver of innovation, growth, and transformation—fueling […]