DEBATE – Do insight professionals deliver more new insights….should they?
Back in the days, marketing researchers researched the market. The profession was conveniently called ‘marketing research’....
Robert van Ossenbruggen
Partner, Commercial Works, The Netherlands
The state of the research industry: from stacking bricks to building a house
Discussions about the contribution of marketing research to the broader business are as old as the discipline itself. The sentiment in these discussions is usually the same: its impact is limited; research professionals should deliver...