From consumer to decision-makers – transferring user knowledge inside organisations
Luis ArnalDesign Strategy and Research, Mexico
Andres Gonzalez-CuevasCadburySchweppes Bebidas, Mexico
INTRODUCTION
The marketing team is often the end user of the research product. Most of the decisions taken inside the marketing department are – or at least should be – taken with input from research. Whether this is exploratory research or advertising tracking, qualitative or quantitative, the marketing group is constantly taking input from end customers to make the best and most accurate decisions.
Although the marketing department is not the only one in the company using market...