How marketing research is changing at Microsoft
Stephen WhitesideWarc
As one of the world's leading tech companies, Microsoft's fortunes are determined in large part by its most recent attempts at innovation.
For Reed Cundiff, General Manager of the research team within the organization's Central Marketing Group, a similar pressure now applies to its marketing-research department, too. "In the industry that I've been a part of for my entire career, to stand pat is to die," he told delegates at The Market Research Event (TMRE) 2015, a conference convened by the Institute for International Research (IIR).
"And I think that's...