Applying Business-to-Business Evidence: The Client's View

A paper from a major client company (British Telecom) describes how B2B research is used and fed into BT's strategic thinking: how it is turned into actionable insights.
  

Applying Business-to-Business Evidence: the Clients View

Louise Ritchie, andBill Marshall, BT

The overriding concern of any market research manager is to ensure research is applied effectively within their organisation. In BT, we are no exception...