From BriefTaker To Business Catalyst
Case study of new research paradigm
Kristin HickeyThe Leading Edge Market Research Consultants Pty Ltd andRobyn WunderGeorge Weston Foods Baking Division
PREFACE
The face of marketing is changing, but the way in which the marketing professionals interact with the market research industry has remained much the same over the last ten years. Interestingly, however, this 'research paradigm'[1](the process of brieftaking, proposal writing, fieldwork, analysis and debriefing; and the traditional researcher client relationship), often fails to lend itself to breakthrough insights and powerful business decisions....