Why Voice of the Customer is Friend, Not Foe of Traditional Market Research


There has been much navel-gazing about what the future holds for Market Research and whether it will be subsumed or superseded by non-traditional research methodologies and approaches.

While traditional Market Research certainly delivers reliable data that can be aggregated to provide a macro level view of market trends, it doesn’t necessarily offer the ‘micro’ level detail about a customer’s experience that can make a difference to future sales or repeat business.


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