Quick & relevant: flexible research to improve decision making
Dirk EngelUniversal McCann, Germany
INTRODUCTION
In the everyday life of a marketing department fast decisions must be made, even if important information is missing. To fill this lack of information it is often useful to accomplish ad-hoc studies. But the structure of market research departments and research agencies is often not flexible enough to make decisions in a short time. Clients and providers need to change their thinking and should consider the following:
Think problem driven, not project driven;
Involve the real marketing decision makers and not only the information...