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...