Taking the research time machine to a Gen Z-dominated world.
One of the main buzzwords of 2015 within the market research industry is agility, which literally means the power of moving quickly and easily. This does not come as a surprise, considering that the world around us is changing more rapidly than ever. We all recognize how this pace of change is speeding up, but only seldom do we take a step back to look at where this acceleration is taking us and how we can cope with the impact it may have. Research projects set up by brands that want to gaze into the future to identify new consumer trends are no exception, but how many times have we used these consumer trends to define where we, as a research industry, should be heading?
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