From brief-taker to business catalyst

Robyn Wunder and Kirstin Hickey

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to clients.

From BriefTaker To Business Catalyst

Case study of new research paradigm

Kristin HickeyThe Leading Edge Market Research Consultants Pty Ltd andRobyn WunderGeorge Weston Foods Baking Division  

PREFACE

The face of marketing is changing, but the way in which the marketing professionals interact with the market research industry has remained much the same over the last ten years. Interestingly, however, this 'research paradigm'[1](the process of brieftaking, proposal writing, fieldwork, analysis and debriefing; and the traditional researcher client relationship), often fails to lend itself to breakthrough insights and powerful business decisions....

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