Oh no, the consultants are coming!

The purpose of this paper is to describe how the research industry can learn from the consulting sector and to highlight some of the tricks and secrets that are used by consultants to ensure that the research they conduct is used and acted upon by their clients.

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....