Brands on the rationale behind the market research renaissance

With the last 18 months proving such a huge catalyst for change in almost every discipline, have the ways brands are approaching market research changed too?

It was critical to stay abreast of changing consumer behaviours and demands at the onset of the crisis, explains head of customer insight and analytics Becky Allsop, focusing on “the core foundations of why they do what they do and the decisions they’re making”.