Marketing and Market Research Coping with 2022 Business Challenges
The market is undergoing major changes in 2022, with 64 percent of companies expecting that the business environment will be worse this year compared to 2021. The major rise in inflation, combined with the tensions triggered by the Ukraine War, is considered one of the biggest problems for companies, leading to significant changes in customer behavior and purchasing power. Companies have to change their marketing strategy in this context, and the study shows that building brand equity and increasing customer satisfaction are the top two key areas to focus on in 2022. Market research providers need to adapt to new expectations, which are professional consultancy, innovative models and better understanding clients’ needs. Given the current context, it is expected that companies will invest more in digital and social media and less in sponsorship and traditional media.
Please see full report here.
