Client-driven change - the impact of changes in client needs on the research industry

Simon Chadwick

Historically, changes in the market research industry have been driven by the needs and wants of clients.
  

Client-driven change - the impact of changes in client needson the research industry

Simon ChadwickCambiar LLC

INDUSTRY ORIGINS

Just over 80 years ago our industry was founded by two pioneers: Art Nielsen and Daniel Starch. While their respective visions of what it was that they were offering differed, their modus operandi was remarkably similar. They were consultants and they based their consulting services on the hard data that they derived from consumer research. In essence, they were the first 'fact-based consultants' that the modern commercial world had seen. They were similar, too, in terms of...

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