The Paradox of Protocols
Sarah Mitson
The global research programmes that are delivering best value are not the most standardised. If you want to drive consistency across your organisation – build in more flexibility, not less, and invest in long term partnerships.
At TNS, we see many clients embark on programmes to define a standard research methodology that will guide research decisions across their organisation. Great care is taken in scrutinising alternative approaches and trying to anticipate all of the business questions that the research should answer. Yet some of these programmes fail to gain traction or deliver real benefits,...