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This study was undertaken by The Boston Consulting Group to analyze best practices and gaps in companies' capabilities for market research - or, as many companies now call it, consumer insight. The report findings reflect the results of a comprehensive benchmarking study conducted in the spring of 2009. In all, 40 global companies participated - all industry leaders, each with at least $15 billion in sales, and many with sales exceeding $10 billion. The study included a detailed data-collection effort, a quantitative survey of more than 800 executives in both line management and the consumer insight fi1nction, and nearly 200 qualitative interviews.
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