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....