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  • Writer's pictureKristin Harper

How Market Research is Shaping the Future of Business

In a world where commerce shifts at lightning speed, market research is the secret compass guiding companies through uncharted territory. Market research doesn't just predict trends; it shapes them, sparking innovation and fueling growth. It's the key to making decisions that aren't just informed, but insightful.

One of our favorite examples of how market research shapes innovation was over twenty years at Procter & Gamble. One of our market researchers, Kaylie Dugan, was leading in-home consumer ethnographies. The brand team thought the benefits of the new product were for health. It turns out that it was really a beauty product. Crest White Strips changed the industry.

Netflix provides an excellent example of a company harnessing the power of primary data, according to an article by Forbes. By analyzing viewer data, Netflix identified a demand for original content. This led to the creation of popular shows like "Stranger Things" and "The Crown," which have significantly contributed to Netflix's success.

Another powerful example is Spotify. The music streaming giant uses data analysis to understand user behavior and preferences. This has enabled Spotify to offer personalized playlists, a feature that sets it apart from competitors and has greatly enhanced user engagement.

In conclusion, market research is more than just a tool for understanding the present state of the market. It's a crystal ball that can reveal future trends, guide business strategy, and inspire innovation. By leading with data, businesses can not only survive but thrive in the face of change.

These dynamic shifts in market research underscore the importance of having a well-informed strategic partner to navigate these changes effectively. This is where Driven to Succeed, LLC can make a difference. Our team of experts is at the forefront of these trends, ready to help your business leverage these insights to your advantage. Contact us now.


Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

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