What is buzzing in marketing research? Which trends are being taken forward? What’s on the research buyers’ and users’ road map and what is their vision for the future? We mapped the key trends and evolutions using McKinsey’s strategic 3-horizon framework: (1) what do corporate research professionals see as things they need to act upon today, (2) what are the aspects they are working on to be ready for tomorrow and (3) what are the key elements on their radar for the day after tomorrow.

Eager for more? Check out our Market Research Today and Market Research (the day after) Tomorrow reads.