Why static market research models are evolving into decision intelligence systems
By Vishal Ranjan, Founder & CEO of Claight
The market research industry built its business on annual reports and stable forecasts. A series of global shocks has made that model untenable, and the firms that survive the next decade will look nothing like those that dominated the last one.
There is a particular kind of meeting that research professionals have quietly stopped scheduling. The one where a beautifully formatted, 90-page syndicated report is walked through slide by slide, forecast by forecast. Not because the data is wrong. But because by the time it arrives, the decisions it was meant to inform have already been taken.
Market research, for most of its existence, was built on a foundational assumption: that the world would more or less hold still while you studied it. Annual refresh cycles, stable CAGRs, quarterly check-ins that felt adequate because markets moved at a pace that allowed for...
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