Market Research and Consumer Analytics
                     MARKET RESEARCH AND CONSUMER 
ANALYTICS
MARKET RESEARCH
 Market Research is the practice of collecting 
and analyzing data to answer discrete business 
questions. It is an all-purpose term that people 
will use when referring to research, consumer 
insights, data, and analytics.
Source: www.greenbook.org
CONSUMER INSIGHTS
 Consumer Insights is the practice of using 
available data to derive broader business 
insights for effective business decision-making. 
It’s an industry term used to refer to data and 
analytics as they are used in business decision-
making.
Source: www.greenbook.org
WHAT CONSUMER INSIGHTS PROFESSIONALS DO?
 Make multi-disciplinary recommendations
 Find the story in the data
 Benchmark against other organizations
 Participate in client staff meetings
 Use multiple data streams
 Focus on future growth
 Give access to dashboards
Source: www.greenbook.org
WHAT MARKET RESEARCHER PROFESSIONALS DO?
 Make recommendations for specific questions
 Analyze the cold, hard, facts
 Benchmark against previous periods in time
 Present data to marketing (without necessarily 
getting involved in client meetings)
 Analyze data from each stream individually
 Focus on the original question/research goal
 Build the research database
Source: www.greenbook.org
DATA FORMATTING
 Market Research: Delivers data that can be 
summarized and forms the basis of a 
recommendation
 Consumer Insights: Delivers data as a 
narrative, focuses on storytelling
Source: www.greenbook.org
PURPOSE OF DATA
 Market Research: Delivers on research 
objectives; used to answer specific questions
 Consumer Insights: Delivers on research 
objectives and knowledge needs; strives to 
recommend actions for effective decision 
making
Source: www.greenbook.org
GEOGRAPHIC POPULARITY
 Market Research: More popular in economies 
heavily reliant on manufacturing (e.g., China, 
Germany, Japan, Taiwan, Indonesia, Poland, and 
South Korea)
 Consumer Insights: More commonly used in 
service-based economies (e.g., United States, 
Brazil, Bermuda, UK, Greece, Australia, and 
Singapore)
Source: www.greenbook.org
RELATIONSHIP TO MARKETING
 Market Research: Delivers data to marketing
 Consumer Insights: Marketing is a business 
partner. When marketing and consumer insights 
are well aligned, they work together seamlessly. 
Source: www.greenbook.org
THANK YOU