Becoming cultural architects. How to drive the influence of research on company culture

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.

Becoming Cultural Architects

How to Drive the Influence of Research on Company Culture

Paul Buckley and Hilary PerkinsAllied Domecq Spirits & Wine, United Kingdom

Many companies claim to put the consumer (and hence consumer research) at the heart of their...