As insights professionals, we are always seeking to understand our customers, learn their opinions, what frustrates and excites them, how they make buying decisions. FocusVision recently fielded the second annual “How You Research” survey to explore these questions and more. Because understanding the “how” of gathering insights is just as important as gathering the customer insights themselves.
In 2019, we surveyed 168 marketing and insight professionals, all of whom used market research as part of their job function. The sample included a mix of agencies (e.g., suppliers and consultancies) as well as brand firms. Participants came from large firms (1,000-plus employees) and small (fewer than 25 employees) (Figure 1).