From consumer to decision-makers - transferring user knowledge inside organisations

The consumer research industry is focused on 'doing research', but not necessarily on 'transferring and disseminating' research outcomes inside organizations.

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...