BBC Worldwide embraces new research methods to drive insights
David Boyle's main message for market researchers is to let go of the past. But, he admits, that task is easier to talk about than achieve in practice.
"This is a tough lesson," Boyle – who serves as EVP/Insights at BBC Worldwide – told delegates at the New Face of Consumer Insights Conference held by the Institute for International Research (IIR) in Marina del Rey, California.
"We used to have complete understanding and control [of the research process], from questionnaire to graph to meeting. In the new world,...