This episode presents a strategic growth blueprint for market research, emphasising its often-overlooked long-term ROI.

It highlights the high turnover rates in both marketing and market research, leading to a loss of institutional knowledge.

Denyse proposes a solution focusing on aligning research with strategic objectives, leveraging technology, demonstrating impact through metrics, fostering collaboration, and advocating for market research's value.

This solution, a part of Quantum Customer Centricity (QC²), aims to improve information integration, cross-company collaboration, and resource optimisation.

The discussion shares the goal of increasing market research's impact and demonstrates how its contribution to overall business success can be accomplished.