The evolution of the global consumer insight capability
Arthur Redmond Ford Motor CompanyJohn McDonald MORPACE International, Inc andDuncan Lawrence MORPACE International, Inc
INTRODUCTION
Ford Motor Company has a new mission that stimulates the need to 'reinvent' market research, involving a compelling change at Ford Motor Company. The goal is to develop the market research organization into a team dedicated to Global Consumer Insights. This process requires the interaction of internal research, such as the ability to leverage partnerships with its suppliers.
DELIVERING ON THE PROMISE: A 'NEW' ORGANIZATION
In January 1999, Ford President and...