Two Tribes Divided by a Common Language? The True Nature of the Divide Between Account Planners and Market Researchers
Merry Baskin, Baskin Shark andNeil Coburn, The Research Business International
INTRODUCTION
At last year's conference, keynote speaker, Rupert Howell, Chairman of the IPA and cofounder of ad agency HHCL, made a stirring speech, which, in essence, accused the market research industry of failing to innovate or adapt its products to reflect the seismic changes taking place in the world of communications. Specifically, he spoke about the impact these new sorts of media are having on...