ABSTRACT
This chapter provides a guide to the key issues relating to how marketing research leads or should lead company decision-making. As businesses have developed their information resources and formed marketing research, customer insight departments sometimes merged the role of both departments has become strategic in their contribution, the customer insight manager and marketing research manager have become more important. Once these are understood in more depth through marketing research and customer insight, then expansion and growth opportunities can be identified, plans made to capture them and initiatives designed to launch them. Companies have been encouraging and training their sales teams to draw on the resources of marketing research and customer insight departments to learn more about customer needs. Customer insight has removed some of the uncertainty concerning the value of promotional expenditure, as there is now a clearer understanding that the information collected through marketing research is 100% valuable if: Marketing research is increasingly being used to assess competitors' campaigns.
