Across nearly all companies, insights teams are struggling with reduced budgets, smaller staff and, most importantly and consistently, the pressures of tighter timelines. This reality has inevitably changed how researchers approach their roles. In fact, we at PRS IN VIVO have several clients whose new mantra is they would rather be 80 percent right in half the time or budget as opposed to 100 percent certain using more expensive and time-consuming methods.
But how can companies get to 80 percent right in an intelligent way? And is 80 percent acceptable in the world of packaging, where the wrong decision can quickly lead to double-digit sales declines or doom a new product to failure?