Spotlight On Research
Brian GosschalkandMartin DewhurstMORI
Four years ago, an Admap article examined opinion formers' views of market research and warned the industry against resting on its laurels. This update looks at how the industry is viewed by opinion leaders in the new millennium, whether it is perceived to have moved on and the challenges it faces today.
Captains of Industry
Around two in five captains of industry hold a favourable overall impression of market research, with one in five looking upon the industry unfavourably a positive ratio of 2:1. However, it...