How researchers create (or fail to create) business impact

This paper discussed how market researchers can create more business impact by putting more emphasis on their own human decision-making, and avoiding the risk of dramatically undercutting their own effectiveness by focusing on data alone.

How researchers create (or fail to create) business impact

Kerry Edelstein, Philip Herr and David RabjohnsResearch Narrative, Millward Brown and MotiveQuest

Summary:

The business issue of research is, itself, a business issue. Creating business (and marketing) impact has always been the goal of market researchers. With so many sources of information becoming available, focus has gravitated heavily toward understanding a rotating door of new methods and tools. As a result the challenge of creating business impact has become that much more acute. Yet by focusing on data over decision-making, we run the risk of dramatically undercutting our own effectiveness....

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