Pushing the boundaries of the 'research debrief' – quantifying the impact of strategic recommendations
Vittorio Raimondi, Nila Sanyal and Robin ClelandVanguard Strategy, United Kingdom
INTRODUCTION
The future influences the present just as much as the past
Friedrich Nietzsche
At its core, the purpose of market research is to help managers make better decisions. In this regard, market research has evolved from standard data delivery to value-added interpretation of findings.
'Insight'is the buzzword of this decade, and the role of the researcher has become a relentless struggle to uncover new and interesting insights. However, we...