Assembling Your Findings
In the old days, when corporations had strategic planning units that peered five years into the future, you’d have bound 100 or more pages of market research findings in an ugly plastic binding and put them on the shelf—no longer. Things change rapidly.
You will keep your market research findings in a file that you continually review and update. If your situation isn’t changing at least twice a year, you’re probably not paying attention. Research and analysis should be a never-ending process, not an annual event.
By now you know enough to begin developing the plans you will be putting into practice. Your research legitimizes what is to come. It is a demonstration that you have done your homework and are putting the needs ...
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