Insight as a Strategic Asset The
Opportunity
and the Stark Reality
Steve Wills Strategic Research Pauline Williams Nationwide Building Society
The market research industry is facing a major and exciting opportunity. If it doesn't respond imaginatively and constructively, market research risks being relegated to a bit part role in the 'big picture' that is now represented by Customer Insight. This is one of our key conclusions following the completion of the second client-side projecton Best Practice in the Management and Communication of Customer Insight....