A New Model for Converting Market Research Data into Actionable Insights
David Smith and Jonathan Fletcher
The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and accessible view of how this should happen.
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...
