What did we see in 2023, and what can we expect in 2024?In this week’s episode, we’re excited to welcome Jenn Mancusi for an comprehensive exploration of the past year in the market research industry. We delve deep into the critical shift from internal to customer-led KPIs and discuss the increasing need for customer-centric approaches. Join us as we unpack the challenges in differentiating within a crowded market and the significance of understanding broader customer problems. Our conversation also sheds light on the often-overlooked role of emotional decision-making in business. We’ll further explore the necessity of adapting marketing strategies and internal processes in today’s technology-driven environments, emphasizing the importance of maintaining agility and open-mindedness. Amidst ongoing changes and disruptions, we reaffirm that the core principles of understanding customer needs and delivering value remain constant.You can reach out to Jenn on LinkedIn. Many thanks to Jenn for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.