3 That means spending less time managing tools and vendors and more time measuring the things that count. DELIVERING INSIGHTS IN A CHANGING WORLD In market research, there’s always some pressure to do more with less. And lately, as a result of the pandemic, this challenge is even more profound. The harsh reality of the current situation is that the metrics you thought mattered weeks ago are unlikely to be the same that matter today. But starting from scratch is expensive and time-consuming; instead, you need to pivot your research approach to be more agile. Introduction