Get consumer insights closer to the boardroom
A fortune is spent on market research but companies are failing to make the most of their investment, says Alex Batchelor
In a 20-yearcareer in which I have worked as a marketing director for Unilever, Orange, Royal Mail and TomTom, as well as in advertising and brand consultancy, it is disappointing to report that I have met only one CEO who spontaneously asked me about market research. I wasn't that convinced that marketing directors were bothered about market research either. This is even more surprising when you consider how...