From brief-taker to business catalyst

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...