Market Research: The Paradox of Influence Without Importance

This is an edited version of the keynote speech given by MT Rainey at the Market Research Conference, Brighton in March 2002.

Market Research: The Paradox of Influence without Importance

MT RaineyRainey Kelly Campbell Roalfe/Y&R

It is my contention that the majority of chief executives in British business neither scrutinise nor engage enough with market research...