Spotlight on research

This article reviews the MORI's annual Captains of Industry survey which consists of face-to-face interviews with senior board directors of major companies.

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...

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