Big Changes Will Deliver a Big Future: What marketing decision-makers expect their customer insight teams to deliver

This paper discusses the results of a survey of senior marketing decision makers into what clients expect from consumer insight teams.

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'....

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