Big Changes Will Deliver a Big Future: What marketing decision-makers expect their customer insight teams to deliver
Adam Riley and David SmithDVL Smith
Business consultancy skills for customer insight professionals
The debate about whether market researchers should broaden their skill set to operate more as 'trusted business advisors' has rumbled on for a number of years. Some take the view that this is an irrelevant discussion because market research is a totally different function from the space occupied by management consultants. They argue that customer insight professionals should not be side-tracked with this debate about 'becoming consultants'....