More interesting data on marketing operations... and the lack thereof

Attended a seminar at Stanford University last night and listened to several speakers, one of which is in the market research business.  He quoted statistics from the European Society of Market Research that more than $26 billion is being spent on market research in the world .... and almost nothing on implementing the data gathered.


Everyone says they want market data.  They want leads.  They want information.  But no one seems to know what to do with the information once they get it.

There are tools and services out there that help interpret and implement programs, but it requires an investment.

Like that's going to happen.