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Why marketers don’t need a big budget to produce effective market research
With investment on a downwards trend, many brands are dealing with falling market research budgets. But marketing bosses at PepsiCo, Aviva and PZ Cussons believe expensive isn’t always better when it comes to producing quality insight.
Market research is one of the most important weapons a marketer has in their arsenal. Without it, it is almost impossible to keep the consumer at the core of a brand’s activities.
Yet, in November last year, research conducted by Marketing Week discovered market research was suffering from a long-term decline in investment, which was only heightened by the onset of the Covid-19 pandemic.
