Becoming cultural architects. How to drive the influence of research on company culture

Paul Buckley and Hilary Perkins

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.

Becoming Cultural Architects

How to Drive the Influence of Research on Company Culture

Paul Buckley and Hilary PerkinsAllied Domecq Spirits & Wine, United Kingdom

Many companies claim to put the consumer (and hence consumer research) at the heart of their business strategy, yet relatively few truly achieve this goal. Allied Domecq is the second largest spirits and wine company in the world. yet until recently it did not possess a globally consistent way to look at its business from a consumer perspective. At the centre of our corporate vision for future growth is the provision of better...

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