Professional Development: The Future's in Diamonds

Clare McErlane and Lisa Edgar

This paper takes as its starting point the view that it is no longer enough for market research simply to provide the data that is requested.

Professional Development: The Futures in Diamonds

Lisa Edgar, eg andClare McErlane, Kellogg

INTRODUCTION

Anybody Know a Good Solution Researcher?

Last summer myself (a brand planner), Lisa (a knowledge consultant) and our mutual friend (an advertising agency planner) were discussing how finding really good market researchers (dare we say, knowledge providers) to work with was much like panning for gold.

But why should that be? Why did we only need the fingers of one hand to count the people we rated as those we really wanted to work with? Why are there plenty of people...

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