A-Ha - How to really move from a cost centre to a knowledge centre

Peter Harris

This article argues that a new model of research is needed, which puts consumers firmly at the centre of a business by involving all members of the marketing and product development teams in continuous conversation with consumers, using online communities.

A-HA: How to really move from a cost centre to a knowledge centre

Peter HarrisColmar Brunton Australia, Australia

THE CHALLENGE

Market and social research will not be truly valued within business until the consumer is firmly at the centre of commercial and...

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