Consumer Intelligence w kontekście kierunków rozwoju badań marketingowych
Consumer Intelligence in the context of the development trends of marketing research

Summary/Abstract: The effectiveness of business decisions in today’s market requires a more complete insight into the needs, motivations and expectations. The basis for building knowledge in this field is to conduct advanced analysis and customer behaviour profiles that serve Customer Intelligence. Developing marketing analytics is a response to the growing complexity of consumer behaviour, as well as the emergence of new business models, the implementation of which requires information support and processing of customer data for the purpose of conducting marketing activities. The goal of this article is to show Consumer Intelligence in the context of the development directions of marketing research, in particular their technologization and virtualization and the use of triangulation.

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