Research alchemy: combining creativity and rigour with a sprinkling of sugar

Carl Nagle, Helen Williams and Kirstin Hickey

This paper examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management.

Research alchemy: combining creativity and rigour with a sprinkling of sugar

Carl Nagle and Helen WilliamsGlobal Candy, Cadbury Schweppes Asia Pacific, Australia

Kristin HickeyThe Leading Edge, Australia

PREFACE

The challenges of the market research consultant are changing. As marketing services conglomerates grow and the boundaries between fieldwork, analysis, strategic planning and communication are blurred, research companies are being faced with an increasing array of challenges and new competitors.

One of the biggest challenges facing our industry today is the need to recognise, respect, synthesise and build upon existing information sources in order to ensure that the...

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