The power of the oblique: The indirect route to maximising the value of your insight

This paper addresses criticisms of the market research industry and argues that taking into account the corporate context and working in an oblique manner is more effective than simply answering the research brief.

The power of the oblique: The indirect route to maximising the value of your insight

Rhiannon Price and Steve Hill Northstar Research and Jaguar Land Rover, United Kingdom

Introduction

In this paper we explore the truth behind ongoing criticism aimed at the Market Research industry, specifically its inability to reach its maximum potential due to its position as an inconsistent ad-hoc agency as opposed to an integrated consultancy. We propose the key to re-energising the industry is to fully consider the context in which research 'lands' and any inertia or preconception surrounding its value - as only...

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