1、Research Trends2of researchers agree that today,their company depends on their research and insights significantly THE VALUE OF GOOD RESEARCH IS HIGHER THAN IT HAS EVER BEENIntroductionFrom supply chain issues to rapid shifts in customer expectations and demands,companies the past few years have bee

2、n forced to pivot quickly.Now,forward-thinking companies are shifting their focus from putting out fires to accelerating growth:increasing market share,driving the bottom line,developing new products,and building enduring brands.And fueling this growth is market research.Research is being used to re

3、duce uncertainty and risk by helping organizations adapt to shifting customer behaviors,allocate resources for optimal impact,and identify and fill gaps in the market that competitors have ignored.Advances in artificial intelligence(AI)are expediting and heightening organizations embrace of market r

4、esearch.Researchers who are early adopters when it comes to working with AI are gaining rich insights from mountains of data in the blink of an eye and companies are reaping the reward of smarter,faster business decisions.3AI has become an extension of researchers,allowing teams to conduct better re

5、search with tasks like analyzing multi-sourced data,leading to more human,nuanced data.It has also highlighted skills gaps;an area companies are shifting their attention to as they bolster their adoption of AI technology.In this report,we look at how rapid innovation has been embraced by market rese

6、archers,why they should capitalize on the current value of high quality data,and what the priorities are for market researchers in 2024.We then provide guidance on what actions business leaders can take in order to make smarter,more human-focused decisions.Investment is on the rise,with half of rese