The Case Not to Cut

We obviously have a bit of bias on the topic, but over at eMarketer, their CEO Geoff Ramsey makes a nice case for why now is not the time to be cutting research budgets and that they should be evaluated indpendantly from advertising budgets.

He cites three reasons why you might want to put yourself in the “increase” (or at least “maintain”) market research camp:
  1. With the economy clouding the future, why throw away your flashlight when it could shine on intriguing consumer insights, hot technology trends and market opportunities?

  2. Market research can help you preserve budgets, projects and even people.

  3. Prepare for better times ahead.
Take a read by following the link below and feel free to post your thoughts.


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