Understanding the business and commercial context

The aim of market research should not just be about identifying areas of customer demand and uncovering insights, it also has to identify areas that can be profitably addressed. This means understanding the real business implications and existing business practices. Communication and sharing of insight and results, understanding production and supply implications and identifying stakeholders and influencers for the research are all important in making a research project successful. A brief case study illustrates how the understanding the business context impacts on the research outcome.