From consumer to decision-makers - transferring user knowledge inside organisations
Luis Arnal and Andres Gonzalez-Cuevas
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...
