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Posts Tagged ‘Northstar Research’

Fresh Voices: The Qualundrum of Innovation Development

Posted by Samantha BondWednesday, August 1, 2012, 6:46 am 2 Comments
Being still relatively new to the world of qualitative research I found myself disheartened when the Global Innovation Director of Diageo, Syl Saller, exclaimed during her talk on innovation development at Marketing Week Live that she ‘hates focus groups’. I couldn’t help but question whether she was valid in taking such an openly strong stance against research or whether the objective was to create an impact – unfortunately at the expense of the market research industry.
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