As reported by Largo Consumo’s interview with Nextplora CEO Andrea Giovenali, the pandemic, despite causing a lot of damage, has given back the centrality of market research.
While companies have decreased their investments in marketing, on the other they have understood that the Covid emergency has brought with it structural changes between consumers, brands and companies that are destined to last over time. The dynamics that have been created need to be analyzed and understood, for this reason market research, with its ability to produce knowledge, has assumed a central and essential role in guiding development and optimizing the resources invested in advertising.
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