As we move deeper into this decade, the question “Should we invest in research?” is becoming “How do we weave market ...

Learn the systematic process for sorting data to aid in your business decision-making. The core objective of market research is to provide evidence-based insights that decrease uncertainty and risk.

(Ad) Marketing is both an art and a science. While marketers learn to connect with audiences on an emotional level through messaging and sensory elements, they miss out on the critical science to ...

Utilizing market research to inform decision-making begins with clearly identifying the objective: What specific goal am I looking to achieve? The scope and nature of the decision to be made will ...

Finding ways to keep pace while maintaining a clear understanding of one’s actions is challenging, but there are ways to ...

Market research is shifting to real-time, AI-native workflows. Here are seven trends that will redefine insights in 2026 and ...

The Kellogg Center for Global Marketing Practice helps academic and marketing professionals work together to solve real problems with academic rigor and disseminate what is learned. GMP promotes ...