Clipboards, Calls and Focus Groupies: The public perception of market research and the implications for the future

This paper reports on a study of the public perceptions of market research, based on a survey with people from the UK, the USA and Germany.

Clipboards, Calls and Focus Groupies: The Public Perception of Market Research and the Implications for the Future

Melanie Courtright, Luke Sehmer

Introduction: It matters what the world thinks of us

Our industry has changed dramatically in the last 50 years, and all of it has been the result of the need to reach more people, faster, while curbing costs, so that business professionals can make better decisions to drive change. We have innovated our tools and techniques, undertaking much research along the way, to help make wise choices about our practice. We have worked hard to stay connected to research...

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