South Africa, June 5 -- There is no room for vanity campaigns in this economy.

Every point of customer engagement, from mobile ads and broadsheets to on-shelf communications and pricing, should be underscored by a strategy, crafted from market research insights.

Forbes Councils Member, Janet Lam, hit the nail on the head in her recent Forbes article, The Importance Of Market Research In Navigating Economic Uncertainty, when she said that companies that embrace change during uncertain times are the ones that thrive.

"Economic uncertainty can leave even experienced business owners feeling disoriented and like they're driving without a GPS. Markets shift, consumer behavior evolves, and yesterday's winning strategy might not work tomorrow....