Oh No, The Consultants Are Coming
Sid SimmonsIncite Marketing Planning andAngela LovejoyMcKinsey and Company, Inc
Introduction
Most CEOs are desperate to understand more about what motivates their customers and consumers to buy their products and services. Unfortunately, in many instances, the research industry is more of a hindrance than a help to this understanding because it places far too much emphasis on the detail and correctness of the research, rather than worrying about what the research actually means. As a result, companies are increasingly turning to management consultants to provide this insight as part of a...