This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly important that market researchers help their clients understand the broader context of people's lives.
Connecting with people in a fragmenting world: expanding beyond consumerism
Murray CampbellTNS, New Zealand
INTRODUCTION
One of the core roles of market research is to be a translator between the business objectives of our clients and the needs of people...
