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....