Applying Business-to-Business Evidence: The Client's View

A paper from a major client company (British Telecom) describes how B2B research is used and fed into BT's strategic thinking: how it is turned into actionable insights.
  

Applying Business-to-Business Evidence: the Clients View

Louise Ritchie, andBill Marshall, BT

The overriding concern of any market research manager is to ensure research is applied effectively within their organisation. In BT, we are no exception to that concern. Three key issues we have faced, and continue to face, are discussed in this paper. We believe we have made some considerable progress in tackling them, and this paper aims to outline some of the ways we have done so.

The first issue is that research evidence is often thought to be too general (i.e....

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