In what industries does marketing research/consumer insights drive revenue (and isn’t seen as a cost center)?

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For communication, PR, marketing agencies, many use insights/research to sell in additional services.

likehelpful

That’s not true, senior product manager.

OP: look for companies where research is the company’s core offering. This would be companies like Nielsen, recast, Mintel, etc. This way, you are the main revenue source.

It’s a good question to ponder: theory of economic specialization allows firms to specialize in an offering but causes other firms to have research/consumer insights as a “side dish”.

likehelpful

Adding to VP 1, look for company where insights are integrated into the value chain and used to make decisions, rapid test & learn, marketing measurement, etc. where it can be viewed as product. Perhaps not truly a revenue driver in some senses, but reduced operating costs in commoditized markets holds a lot of value.

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