October2021BrandResearchStudyMethodologyObjectiveStiristawantstoknowhowD2C,mid-tierandFortune100Brandspurchasedata,theissuestheyhavewithit,andotherareasthatmaybebeneficialforawhitepaper.MethodDatacollectionwasconductedviaonlinepanelamongkeypositionsatmajorbrandsintheUS.QuotaandQuestionnaire:Thegoalwastocollect30-50interviews.Therewere100interviewsconductedfrom9/8/21-9/14/21.Thesurveytookabout5minutes,onaverage,tocomplete.KeyFindings•Mostbrandsoutsourcesomemarketingfunctions.Overhalf(52%)outsourcemarketingresearch,followedbydigitaladvertisingplacements(50%),andtraditional(advertising44%).•Sixtypercentofbrandsstated“leveragingdata”iscriticalfortheirbusi...