A look at how market research can improve how it handles data through the lens of a racing helmet.
by Madhumita Chakraborty and Mukesh Kumar – both will present on 11 September during the 70th ESOMAR Congress
Not unlike Hollywood, a young Marketing professional and a Market Researcher meet, fall in love and get married. And when they kiss and lightning strikes, their souls exchange bodies. What follows suit is a comedy of errors as the “non –believer in market research” soul of the marketer has to reside in the body of researcher’ and the “… but the data says” soul of the researcher switches to the body of the marketer.
By Anneke Quinn-de Jong
Hooray, we have achieved it! Research and consumer centricity have firmly established themselves as core to the innovation process. With the rise of a new and provocative innovation mind-set that works towards soft launches rather than big bang launches, consumer feedback has become an essential part of the pivoting process.