Market Research: A New Generation on the Go
Personal Experience in Transforming the Role of the Market Research Department from “Data Provider” to “Leadership for Growth”
Corinne RosinskiUnilever Belgium, Belgium
INTRODUCTION
Over the past few years, there has been a lot of discussion and debate around the role of market research within the industry. Many market researchers feel the need to move away from a position of being mere “data providers” towards becoming real “consultants adding value”.
This paper first addresses the problem with the most common criticism of market research. “The five Golden Rules to increase your impact”...