Market analysis—used to inform growth investments in current and new markets—is critical for organizations that want to build competitive advantage and grow market share. A survey of a cross-section of U.S. companies suggests that a significant majority (79%) have commissioned some type of custom research geared toward these objectives in the last three years.
To understand current trends for custom market research and data analysis, Hanover Research conducted a study, which found that most companies have recurring market analysis needs. Companies are willing to invest in external resources with the breadth and depth of knowledge to inform growth investments in current or new markets.
