TITLE

Taking insight from dull data

AUTHOR(S)
McAnena, Fiona
PUB. DATE
November 2004
SOURCE
Marketing (00253650);11/17/2004, p33
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article highlights that many businesses feel they get little or no help from market research. So everyone agreed they did not want market research, they wanted insight. Most definitions hold that a true insight is not just a striking or resonant market truth, but something that can change consumer behaviour and create competitive advantage for the brand owner who acts on it. That is no different to market research, if used properly. The real problem is not the research; it is the poor communication between clients and their agencies, and within both organisations. Lots of research activity has taken on a life of its own. It has been completed and reported without reference to the business issues.
ACCESSION #
15274226

 

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