Source: GfK
Notes: Custom surveys are considered the most important data source for the creation of insights today, but fast forward two years and they will be rivaled by passively collected data, per results from GfK’s Future of Insights report. Indeed, 28% of market researchers (clients and suppliers) surveyed feel that this will be the most important data source in 2 years’ time, more than double the proportion (13%) who feel that it is currently the most important. (more…)