2X the Impact at Half the Time and Half the Cost? How the first ever social media H&A study created a transformation at Unilever
Introduction
Ten years ago a survey by ESOMAR and the ARF showed that the majority of CEOs considered market research less useful than finance, marketing, information services and human resources! Since then, calls for market research to up its game have multiplied, but has anything really changed?
According to a 2016 "Future of Insights" report by the WFA: "Less than a third of senior marketers are happy with...