Insight as a strategic asset - the opportunity and the stark reality
Pauline Williams and Steve Wills
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.
Insight As A Strategic Asset
The Opportunity And The Stark Reality
Steve Wills
Strategic ResearchPauline Williams
Nationwide Building Society
Customer
Insight is built from multiple sources
Market research is just a building block
At the very heart of the debate will
inevitably be the question of 'What is Customer Insight?'. It is a
...