Facilitating consumer insight. The changing role of research

Becky Power, Charlotte Webb and Quentin Ashby

Over the past five years research has made some giant strides by increasing its impact on business decision making.

Facilitating Consumer Insight

The changing role of research

Quentin AshbyVirtual Surveys Ltd, United Kingdom.

Charlotte WebbDigitas, United Kingdom.

Becky PowerDigitas, United Kingdom.

INTRODUCTION

Over recent years the market research industry has started to recognise that its role in decision making is dependent on effective client-supplier relationships. Indeed ESOMAR formed its own ‘Client-Provider Team’ in 2001 in appreciation of the need to better understand and further enhance client-supplier relationships within the industry.

It might be expected that good client-supplier relationships have always been a top priority, but as many in the industry would admit, they sometimes have not....

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