Learning to fly - research presentations take off
David Smith, DVL Smith Ltd, feels that clients should be involved in the preparation of market research presentations
David Smith
Tidings of great joy: the 'dead bird' school of market research presentations is a thing of the past. Market researchers used to lock themselves away for endless hours, musing in solitude over concepts such as validity and reliability. Eventually, heads swathed in wet towels, they emerged to make their way ponderously to an oak-panelled suite for the presentation. This was the equivalent of a cat furtively dropping a dead bird in the...