The headache of necessary outsourcing
As the Insights Manager at Power Retail, Mark Fletcher knows consumer research inside and out. Over his 30 years of experience in market research he has witnessed more and more ways of collecting and harnessing shopper data and the challenges that have come as a result of having so much data to dissect.
With this deluge of shopper data at his fingertips, Mark had to do some necessary outsourcing. Not only did this mean he would have to be very precise in deciding what data to analyze and crosstabs to run, he would have to deal with a lot of back-and-forth communication. As Mark explains, any changes to the data or processes were “laborious and costly”. Often this meant that there was just enough time to deliver the surface level results to clients.