Get consumer insights closer to the boardroom

A fortune is spent on market research, but what do companies really get out if? What can consumers usefully tell you? Many of the advances in research in the past 20 years seem to have come from behavioural economics rather than research.

Get consumer insights closer to the boardroom

Alex Batchelor

A fortune is spent on market research but companies are failing to make the most of their investment, says Alex Batchelor

In a 20-yearcareer in which I have worked as a marketing director for Unilever, Orange, Royal Mail and TomTom, as well as in advertising and brand consultancy, it is disappointing to report that I have met only one CEO who spontaneously asked me about market research. I wasn't that convinced that marketing directors were bothered about market research either. This is even more surprising when you consider how...

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