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#152 - The Future of Research in Three Trends with Jo Widawski of Maze
Awkward Silences
Growing Need for Research and Strategic Communication
The demand for research is increasing alongside trends to facilitate it, despite a stagnant headcount for researchers. Executives realize the importance of making informed market decisions and leveraging internal resources for research. While the number of researchers remains constant, the discretionary budget for research is growing within organizations. This indicates a shift towards non-researchers handling research tasks, necessitating researchers to improve communication of research value. Currently, only 27% of executives consume research for strategic purposes, highlighting the perception of research as a tactical rather than a strategic resource.
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