Market research? Only in fine weather.

Crisis there, costs down, market research stopped. And that for years to come. Is market research only something for good weather? Or just when a storm or thunderstorm is brewing? Bonsai-In his column on marktforschung.de, CEO Jens Krüger writes about the German bad habit of automatically thinking about budget cuts in times of crisis, although as a company you need to know what makes consumers tick.

"People's expectations are high right now. For politics and business alike," writes Jens Krüger: "All the more important that we understand what is happening and why. That's why we market researchers are needed. More than ever."