Can we Measure the ROI of Market Research?
In this paper the authors outline a new approach to measuring the value of research and identify the future conditions under which it might gain widespread acceptance. The paper discusses the issues that reveal this to be a complex area as well as offering a solution. The authors define the conditions required to measure the ROI of research and demonstrate advanced simulation techniques that can be used when uncertainty is involved. This paper won the prestigious Best Content and Innovation paper at the BIG Conference 2009 Awards.