Breaking The Spell Of Sisyphus: Towards a more sustainable integration of insights into innovation and brand strategy
Introduction
Who's Sisyphus? It's all of us
Sometimes being a market researcher feels like you're rolling a rock up a hill. And then again. And again.
Your client gets in touch with a request. You meet for a briefing, chart out a methodology, do all the planning, venture into the field, analyse your material, develop meaningful insights, and present them. Great, you've made it to the top! Your carefully crafted insights now empower your client to come up...