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Embedded research-how to maximize consumer interactions
Alexandru Dincovici (Izibiz Consulting)
Traditional market research processes suffer from a few shortcomings that make them mostly unusuable for SMEs. They are expensive, take a lot of time, often result in deliverables with little to no usability for a client with no research knowledge, and are very difficult to adjust sometimes.Embedded research is a way for small and medium companies to integrate a research process inside their organization. They are already making contact with their clients/customers. Why not use those existing interactions to collect structured data about them? This will result in more meaningful and actionable insights than a traditional research process while retaining full control and ownership of everything.
