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17 Data Sources Used for Market Research and Customer Insights

As a Market Research & Insights professional, you likely have clients. They may be internal, or external—but if you design and execute projects, your work is likely funded by some kind of client. For many researchers, the client’s job role may be in insights—say, the Insights Manager at a footwear brand. Or client may be the CMO, or a brand manager or some other business role. So regardless of how many clients you have, or their jobs, let’s think for a minute from their perspective: if I have a client who has a new need for information, for customer insights-related information, where do they go first? Do they come to me? Do they turn to another market research expert or team or agency? Do they have enough knowledge to know there are more than one possible useful data sources to answer their questions? Let’s say your client Jane is the CMO at Cozy Footwear. She has some burning questions about the profile of their most loyal customers. Where would she get that data? Would she know where to get it? How many data sources would she think of? 2 or 3? Or 10 or more? And if she is aware of 10 or more, what implications does that have?