Marketing managers and insights professionals cannot adequately do their jobs by simply following the next big trend such as the shift to mobile market research. Instead, we need to follow the journey of our customers, understanding how the buying landscape is defined by varied patterns of behavior.

In the article, Follow Their Journey: The Changing Consumer Buying Landscape and the Market Research Methods Needed to Map It, published in MRA’s Alert! Magazine, Rockbridge’s President, Gina Woodall, discusses how to adapt research methods to reflect the consumer shopping journey. The article provides a roadmap based on recent primary research, followed by case studies on how market research can be shaped to adapt to how consumers truly behave. Read the full article here.