A New Model for Converting Market Research Data into Actionable Insights
Jonathan Fletcher, and David Smith, Citigate DVL Smith
INTRODUCTION
The theme of Research 2002 Insight into Action captures a current preoccupation of our industry: the development of new approaches to help us generate insight and wisdom from the mass of information at the disposal of marketers. There is general agreement within the industry that a more interpretative, widely informed approach is the way forward1. This goes by various names, including: eclecticism, bricolage, and holism.
But the acknowledgement of this idea falls...