The real value of marketing research and marketing information lies in how it is used in the customer insights that it provides.
Customer insights refer the fresh understandings of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships.
Based on such thinking, many companies are now restructuring their marketing research and information functions. They are creating “customer insights teams” headed by a vice president of customer insights and composed of representatives from all of the firm’s functional areas.