Oh no, the consultants are coming!
Angela Lovejoy and Sid Simmons
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....
