The 21st Century consumer is more complex and powerful than ever: technology is influencing how they shop and impacting on their level of brand loyalty. As businesses scramble for a competitive edge in their respective marketplace, many are realising the benefit of better understanding customers. This is resulting in market research becoming a more prevalent force in business planning, often helping companies make more informed business decisions, thus avoiding costly mistakes. Essentially, market research bridges the divide between the company and its consumer. As well as providing valuable market data, it delves into the mind-set of the customer, exploring areas such as decision processes, perceptions of new and existing products, brands and advertising. These fresh insights are often priceless - providing stimulus for change, as well as aiding in the development of new and existing markets, product opportunities, and more effective promotional campaigns. It is this knowledge that in turn drives strategy forward and leads to desirable incremental sales growth. Research agencies, such as Launchpad Research, are highly skilled at understanding and analysing consumer behaviour, helping clients such as Procter & Gamble, Findus and Sage have a clearer understanding of their customers. Traditional market research methods, such as focus groups and on-street interviewing, are still widely used but, as time and technology moves on, research methods are also progressing - both on and offline - meaning that whoever and wherever your customers are, they can participate in your market research. As the modern consumer becomes more `time-starved', online methods have come into the main, providing wider reach and quicker results for clients. Advances in qualitative techniques, such as those made by American based company AhHa!, creators of LearningConnect®, are also delivering outstanding insights, with more focus on creativity and an innovative approach to analysis. As agencies such as Launchpad Research - the only UK agency trained and approved to deliver LearningConnect® - strive to bring these new techniques to businesses, the potential for companies to understand the hearts and minds of their customers becomes more obtainable. Although it is appreciated that budgets need to stretch throughout various business functions, surely it is important to remember that the number one asset of any business is its customer base. So, as you race to successfully meet the modern consumer's needs, is it not worth considering how a deeper level of customer understanding could help you stay ahead of the game? David Baird is a research and marketing executive at Launchpad Research | 
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