IS IT TIME FOR A MAKEOVER?
Arun Joshi and Aruni GhoshThe Nielsen Company, United Arab Emirates
Rinku PatnaikThe Nielsen Company, India
Soumya MukherjeeNMIMS University, India
BACKGROUND
At the recent ESOMAR Consumer Insights 2009 conference there was a debate initiated on the topic “The quality of insights generated by market(ing) research has not improved noticeably in the recent years”. Interestingly, the clients seem to agree that indeed it is so. While trying to explore the reasoning, the following points emerged.
With continuously decreasing “time to market” pressures, time to complete a research program is critical, and...