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Commentary: The Art of Analytics, Powered by Technology

Technology: Connect the Dots to Drive Decisions

Today’s market is overcrowded: too many competitors, too many products and services and too many media channels. They are all competing for the interest of potential buyers whose attention span continues to decrease and whose choices are driven by diverse tastes and trends that can change overnight.

In this world, research-based insights that can help organizations understand and respond to shifts in demand and buyers’ preferences are truly invaluable. By extension, technology that assists in the analysis of research data to uncover those insights is also invaluable.

This commentary piece explores how technology is impacting each phase in the research process; extending and expanding the ability of researchers to identify and uncover critical demand insights by collecting data, connecting the dots to understand its implications and communicating findings to drive decisions.