Bringing the Customer into the Heart of a Technology Business

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations.

Bringing the Customer into the Heart of a Technology Business

Mark Uttley Brand Aquisitions & IM, Consumer Insights, AOL UK

John Scott KSBR

This paper argues that, to make development research (that which seeks to find or to validate new ideas) connect as powerfully as possible with the decision-making apparatus within client organisations, it ought to recognise some fairly basic truths about decisions and about people:

  1. Decisions are made by people, not organisations.

  2. People tend to respond to human truths more powerfully than they do to empirical facts you need to look for ways to get the clients...

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