Amway stretches research dollars by digging into past studies

This event report explains how Amway has stretched its market research dollars by analysing existing research and investing in engaging deliverables.

Amway stretches research dollars by digging into past studies

Ben DeJarnette

In an age of "agile", fast-paced research, Randy Locke – Amway's Global Market Research Director – did something unconventional: He slowed the process down.

"One of my favorite quotes is from a book called If Only We Knew What We Know," Locke said at the 2016 New Face of Consumer Insights conference held by the Institute for International Research (IIR) in Marina del Rey, Calif. "'Only those organizations that methodically, passionately, and proactively transfer what they know, and use it to shape their product development edge and get...

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