The Importance of Integrating the Research Supplier into the Client Team, for Optimum Value
Serdar AvsarWestpac Bank, Australia
Brian FineAMR Interactive, Australia
Thinner margins mean less staff, and less staff means more emphasis on better communication and insight, that is, a greater responsibility on the researcher to deliver value and not just a three-inch thick report. The need is for interchangeable information, and the report is not the end in itself but part of a larger picture. The 1980s were a time for word documents; and the 1990s and beyond were PowerPoint presentations. There was little time for...