Forum: Measuring the value of insight – it can and must be done

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying their professional skills to meet the demands of others.
  

Forum: Measuring the value of insight - it can and must be done

Steve Wills and Sally WebbCustomer Insight Solutions Ltd

This paper is the result of a project undertaken by the Customer Insight Forum. It puts forward the argument for value measurement,...