Big Changes Will Deliver a Big Future
What marketing decision-makers expect their customer insight teams to deliver

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Author(s): David Smith, Adam Riley
Collection: Congress 2013 - Think Big
Keywords: Business Trends, Big Data

ESOMAR Best Paper Award 2013/2014
ESOMAR Congress 2013 Award Winner - Best Paper Overall
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The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This paper will be based on an authorative survey of senior marketing decision makers, who will be presented with different possible futures and asked which of them best describes the world they see in the future. Building on this, we will identify the precise skills sets that these decision makers expect insight professionals to have to meet their expectations. But the paper will not stop here, we will provide a clear road map - a step by step guide - to the best way of developing and imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey.

Date of publication: September 2013
ISBN: 92-831-0268-1
Order Code: 100508_12
Number of pages: 16

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