In an era where insight and data drive most business decisions, the effectiveness of research methodologies has never been more scrutinised. Our report dives deep into the challenges and evolving landscape of market research, revealing critical insights that could reshape how your organisation approaches its next project.

Despite a widespread notion within the industry, 65% of professionals doubt the effectiveness of current research practices in delivering meaningful insights. This skepticism is mirrored by an 18% gulf between the perceptions of senior management and practitioners, indicating a significant disconnect in the perceived value of research outputs.

Our study, which encompasses responses from over 1,000 professionals across various sectors and countries, explores five core areas:

1. ‍Impact of Research Methodologies: How different approaches influence the perception of effectiveness. ‍
2. Investment and Perception: The role of budget in shaping the perceived value of research. ‍
3. Trust and Belief in Outputs: Challenges in maintaining credibility and trust in research findings. ‍
4. Path to Actionable Outcomes: Identifying the barriers that prevent insights from being effectively implemented. ‍
5. Perceptual Variations by Role and Sector: How different roles and industries view the effectiveness of research differently.

The report uncovers a stark contrast between those who create research and those who use it. Implementers often struggle to find research actionable, highlighting a long-standing disconnect between insight and outcome. To bridge this gap, we recommend enhancing the documentation and delivery of insights through interactive and continually updated formats.

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