Breathing Life into Research Data
Bill Pegram, Pegram Walters and Dr Shirley Acreman, Allied Domecq, describe an innovative way to communicate research findings to company management
Researchers are always looking for more effective ways of collecting data, using increasingly sophisticated techniques to gain real insights into the workings of consumers minds. But it is probably fair to say that they have tended to devote less time to thinking about how they feed this information back to marketing management.
In this article, we describe a study we conducted that addresses both of these areas. First, it used highly...