The necessary “evil” of the market research industry continues to be echoed at every industry conference and event: we need to change. Clients are leaning on us to provide more data with a creative edge, quicker than ever before. At the 2015 CASRO Technology & Innovation event in Philadelphia, quality through collaboration was a key topic. Instead of making sacrifices to expedite turnaround, we should use the technology at our disposal whether it is our own or another suppliers. You can’t make intelligent investments as an organization unless you fully understand how marketing research needs to change. Do we want to settle with being good enough, or strive to be great?
