Measuring the Value of Insight - It Can and Must be Done
Steve WillsCustomer Insight Solutions Ltd
Sally WebbCustomer Insight Solutions Ltd
Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet the demands of others? If it is the former, then they will have to acquire much greater commercial acumen.
Client-side Customer Insight teams are at a crossroads. They have developed significantly over the last 2 or 3 years into multi-disciplinary teams bringing together insight from...