Getting the research we need
Peter HighlandFinancial Times
INTRODUCTION
Research - now there is a tiresome business. Expensive, and getting more so. Difficult to do well. Time consuming to produce. Labour intensive and seemingly immune to the cost saving devices that other industries have taken advantage of. Essential, but often ignored by those who should pay most attention to it. What is to be done?
This talk is from the perspective of someone who has to buy research. What is it like for us? Does the research supplier understand the pressures its customers are under? Is it marketing led?...