Multinationals now depend more on research: analysts

A balance between gut feeling and research is required to connect with bigger number of consumers at present day marketplace, analysts said.

They spoke at a roundtable on “Connecting evolving consumers with meaningful communication” at The Daily Star Centre in Dhaka yesterday.

Kantar Millward Brown and The Daily Star jointly organised the event.

Multinational clients are now becoming too reliant on research due to lack of guidance from their agents, said Nigel Hollis, executive vice-president and chief global analyst at Kantar Millward Brown.

However, there are plenty of evidences that companies get substantial return of investment on marketing thanks to the discipline in their approach to the market, he said.

Top officials of renowned local and multinational brands and business outlets attended the roundtable.