Research alchemy: combining creativity and rigour with a sprinkling of sugar
Carl Nagle and Helen WilliamsGlobal Candy, Cadbury Schweppes Asia Pacific, Australia
Kristin HickeyThe Leading Edge, Australia
The challenges of the market research consultant are changing. As marketing services conglomerates grow and the boundaries between fieldwork, analysis, strategic planning and communication are blurred, research companies are being faced with an increasing array of challenges and new competitors.
One of the biggest challenges facing our industry today is the need to recognise, respect, synthesise and build upon existing information sources in order to ensure that the...