The need to untie data & analytics services from traditional market research providers

There is an evident increase in need for decoupling data & analytics services from traditional market research firms, in order to address the huge demand in precision and technology involved in analytics. Though this approach could add value to marketers, this unbundled engagement could only be a complement to traditional market research services but not enough to substitute it. Introduction: The three main sections under secondary market research services are data, analytics and consulting. There is an evident shift in view on secondary market research service by CPG big spenders, which moves from discrete consulting towards more dynamic & actionable insights, thanks to huge rise in demand for big data analytics. Need for precision & exhaustiveness are the key catalysts for the robust growth in need for data service and various specialty analytics tools.   Author: Veerappan Murugappan