Client-driven change - the impact of changes in client needs
on the research industry
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 the type of client that they served: chairmen or chief executive officers of major consumer-orientated manufacturers. These two men operated at the highest level and were trusted gurus to the men they served – they were people who could 'read' the buying public and offer up strategy as to how to approach them.