By: Martha Umaña Salinas.

Market research has established itself as a basic tool for innovation and competitiveness. The goal is to achieve a multidimensional and holistic understanding of the consumer which allows research companies to offer attractive and differentiated value propositions that can be translated into integral solutions with different approaches and methodologies, regardless of the client´s internal business process.

The role of market research in the decisions made in organizations has been undergoing a radical change with the entry of new tools, especially digital ones. Thanks to them, there is a relevant transformation in research techniques. It can be said that it is a modern process of comprehension, creation, evolution and redesign of businesses, based on innovation and clients´ knowledge.