Linking Insights to Marketing Strategy! A Client-Side Perspective

Posted by Neal ColeWednesday, April 18, 2012, 23:12 pm 2 Comments
Client-side researchers sometimes feel that they are constantly being asked to justify the value of research insights. A frequent challenge from management is how can we measure the value of insights and what specific decisions have been driven by research. To ensure insights are linked to strategy and decision making it is also essential for the client-side researcher to integrate Action Planning into the market research process.
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