Vikas Mittal is a Professor of Management at the J. Hugh Liedtke Business School at Rice University. His recent article, 3 Ways Market Research Drives Revenue, published by the American Marketing Association is worth reading. He details the three different ways market research and analytics improve sales, margins, and EBITDA:
1. Market Research Directly Increases Sales
2. Investments in Analytics Increase ROI, Sales and Profitability
3. Market Research Increases Firm Value.
Click here for the article.