Today, we focus our methodological article on Whitepapers. As discussed in my previous article, traditional research often proposes a static, one-shot view of the customer. But whether you are launching a new brand/ product or repositioning an existing one, you need an actionable plan rooted in a 360 degree-research method and strategic thinking. Therefore, it is important for businesses to employ a variety of data sources and for market research agencies to blend a variety of research techniques in order to build up a full picture of the market. This is how business whitepapers appeared.

In an era defined by “big data”, the most important challenge for customer insights professionals is to merge survey findings with desk research and other sources of both online and offline data. But combining macroeconomic figures, industry and competitors data collected through published resources and customer perceptions gathered through surveys may help brands assess their current positioning on the market and to provide future directions for their market strategy.

Whitepapers represent the final product of these thousands and thousands of data points pulled together and correlated, while analyzed in a critical manner and reported into actionable findings. They represent an integrated approach for full understanding of the customer and the brands. Most often called problem-solving guides, whitepapers offer professionals a deeper understanding of the industries and put customers perceptions in an objective perspective.

Let’s start writing market research reports in a more effective way and help our clients put insights in the context of their business!

Stay connected to Questia Group and find out more on our upcoming whitepaper - Towards the Digital Age of Banking and the Omnichannel Consumer.