The holistic approach: emphasising the importance of the whole and the interdependence of its parts
Christine BlachePortiCo Research Europe, France
Karen HofmanPortiCo Research, Canada
As corporate visionaries work to get to know their consumer in a fast changing environment wrought with global competition, where changes in the marketplace happen in the blink of an eye, they must break through the barriers raised by tight schedules, limited budgets and the resistance of soldiers of the status quo. What can be done? Strategic research managers turn to qualitative research as a source of innovation, but also in their quest for...