White Paper

Are ATUs Enough For Today’s Outcomes-Focused Markets?

The role of the traditional ATU in a modern-market researcher’s arsenal is changing, and coming under scrutiny. Nearly 80% of market researchers work with brands in highly competitive markets. Thus, the biggest obstacle is the ability to quickly understand changing market dynamics–something ATUs can’t address.

Our white paper examines the scope of the problems facing the ATU today, and presents new ways of addressing these difficulties.