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The Modern Consumer Research Playbook
The Modern Consumer Research Playbook is a practical guide for insights, product, and marketing leaders navigating today’s fast-moving, AI-powered research landscape. It explores how modern teams design workflows, replace legacy market research models, and use AI to accelerate analysis without sacrificing rigor. Inside, you’ll learn the core principles of modern consumer research, common workflows like concept testing, segmentation, and key driver analysis, and how leading organizations evaluate research platforms. The playbook also outlines what success looks like in the first 90 days, helping teams move from isolated studies to continuous, decision-ready insights that drive real business impact.
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