No More Talking to the Hand
Roddy Glen
“Creatives in one way or another are, or should be, among the main users of research, although they may not be directly perceived as such by the research supplier. It's deplorable that they have this image of us – and more importantly – our work, which we know can help them. Just how have we failed them so much – and why have we let things go on like this for so long?”
Chris Pratt 1983
THE SCOPE AND INTENTION OF THIS PAPER
This paper concerns itself with market research used in...