From the dusted drawer to the top of the pile: How market research agencies share their findings
Jasper Melchers, Julia Görnandt, Iris van Loon and Joey Ophof
This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.
Synergy, forward integration, intracompany virality, leveraging the impact - market research today is full of buzzwords. Every company wants it and every agency says they can provide it. Reality is that only two out of three research users...