Point of view: Imperfection is good

Stan Sthanunanthan

If they want a seat at the top table in business, insights professionals need to make a choice between subservience or thought leadership, and risk mitigation or opportunity creation.

Point of view: Imperfection is good

Stan SthanunanthanThe Coca-Cola Company

Insights professionals often plead for a 'seat at the top table'. What they should ask themselves is: "How do you earn a seat at the table?" and, the bigger question, "Who gets a seat at the table?"

In answering these questions, the sagacious insights person would do well to understand, and reflect on, the history of our profession.

The market research industry is around 100 years old. It has its roots in measurement. Initially, measurement was focused on understanding the past – the readership of a magazine or the...

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