Believe in better - How a challenging client demanded ROI on his research. And got it.
Danny Russell, Fiona Blades and Hugh WilsonUnited Kingdom
THE ISSUE
The research industry continually fights to justify its place in the boardroom. To do so we need to demonstrate its return. This is easier said than done. How much is an insight worth? Arguably nothing, if it’s not translated into a business decision that creates value for the client. And, if it does create value, how often do we, as an industry, try to quantify this against the money...