Market research: A new generation on the go. Personal experience in transforming the role of the market research department from 'data provider' to 'leadership for growth'

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer insight and enables sound business decisions.

Market Research: A New Generation on the Go

Personal Experience in Transforming the Role of the Market Research Department from “Data Provider” to “Leadership for Growth”

Corinne RosinskiUnilever Belgium, Belgium

INTRODUCTION

Over...