Scalpel or hand grenade? Understanding client decision making
Sangeeta GuptaConsumer Insights, PepsiCo, India
Subhransu RoutConsumer Insights & Intelligence, Motorola, India
PREFACE
The market research industry spends a great deal of time and effort to understand how their clients' consumers make decisions – what needs their clients' products satisfy, what choices consumers make versus their clients' competitors, how the communication developed by their clientsis absorbed and processed. We believe of value to both research practitioners and their clients is an application of the same sorts of skills to examine how their...