7 MEDIA INSIGHTS
SPEND & TRENDS REPORT
In what ways have you changed how you approach research work in the past year?
It’s clear that research itself and the insights function are supported by management. The fact that the sentiment is growing, is all the more comforting- there’s an not insignificant 7% increase from pre-pandemic times. In terms of the way research execution is changing on the ground- there are mixed results. To see “no more ‘nice to have’ research, only ‘must have’” is a bit concerning. That said, “going from reactive research based on requests to proactive research based on business need” or “even greater focus trying to find and leverage new data sets/ new tools” is exactly the direction we should be heading.
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