Three quarters (74%) of all researchers on the supplier side felt market research was very or extremely important to the success of organizations in general.
Attitudes about the importance of the role of research did not vary significantly by corporate researchers vs. suppliers: 74% of supplier researchers felt market research was very or extremely important to the success of organizations in general, with 72% of corporate researchers feeling the same about the importance of research to the mission and purpose of their employer.
The sample size for corporate researchers was 22; these findings are directional in nature and should not be used as generally representative of the attitudes of corporate researchers.
For all the doom and gloom from industry pundits, four out of five researchers (81%) reported that the industry today was generally headed in the right direction, with only one respondent (1%) saying the industry was on the wrong track (18% were unsure).
For more details on the survey, please download our report, https://www.georgiacenter.uga.edu/courses/market-research-report Market Researchers and the Love of Learning.