I am always amazed that through science man has determined that the universe is between 14-15 billion years old and, even more astounding, is the calculation for the Universe’s expansion. So, why was it that, at the Perfect Information Conference in 2012, 30 leading information professionals with hundreds of years of experience between them could not come up with the answer to a simple question: What is the ROI (return on investment) from market research? Is this the information industry's holy grail? Maybe…..
Let’s consider this in another way. If there are too many variables to determine which piece of data or knowledge proved pivotal in the launch of a new product or successful investment, then consider this: Where was the value derived?