The importance of good consumer information

This article is based on the paper published in the Journal of the Market Research Society, April 1994, which won the Silver Medal for the best JMRS paper that year.

The importance of good consumer information

Information - generals can't do without it. Why do CEOs think they can?

David Cowan

This article is based on the paper published in the Journal of the Market Research Society, April 1994, which won the Silver Medal for the best JMRS paper that year. It was first presented at a Research Development Foundation Seminar, 'Research: Backroom or boardroom' in November 1993. The author uses the military analogy of intelligence to position marketing information at top level.

IN A CORPS, a large formation of the army, the group planning the battle would be the...

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