Don't Stop Believin': The journey we went on to become strategic partners

Qualitative researchers have sometimes struggled to establish truly strategic partnerships with their clients.

Don't Stop Believin': The journey we went on to become strategic partners

Tom HoyPromise, UKDaniel HallSony Music, UK

Introduction

Whatever the industry – from law to advertising – nearly every professional service company in town has the stated ambition of becoming 'strategic partners' to their clients. The logic is clear. Embedded within the concept of strategy is the promise of more interesting, impactful work (usually with higher margins!) Embedded within the concept of partners is the promise of a rich on-going relationship that will fill the intellectual and financial coffers for years to come.

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