Crossing the frontier – the fusion of research, consulting and creativity
René KaufmannGIM, Germany
Godehard WakenhutGIM Suisse, Switzerland
BEYOND THE FRONTIER: MARKET RESEARCH BEYOND ITS INFORMATIONAL ROLE
Let's face it: clients still perceive research agencies as mainly one thing: a reliable supplier of information. We deliver information about how consumers use and evaluate brands and products, what they like and don't like about our client's efforts to communicate their brands or product benefits. Of course, we write recommendations, always driven by finding the most decisive and deepest consumer insights to boost this year's sales. But the fact remains...