Insight as a Strategic Asset - The Opportunity and the Stark Reality

Pauline Williams and Steve Wills

The market research industry is facing a major and exciting opportunity. If it doesn’t respond imaginatively and constructively, market research risks being relegated to a bit part role in the big picture that is now represented by Customer Insight.

Insight as a Strategic Asset The Opportunity and the Stark Reality

Steve Wills Strategic Research Pauline Williams Nationwide Building Society

The market research industry is facing a major and exciting opportunity. If it doesn't respond imaginatively and constructively, market research risks being relegated to a bit part role in the 'big picture' that is now represented by Customer Insight. This is one of our key conclusions following the completion of the second client-side projecton Best Practice in the Management and Communication of Customer Insight....

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