Scalpel or hand grenade? Understanding client decision making

Sangeeta Gupta and Subhransu Rout

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benefit.

Scalpel or hand grenade? Understanding client decision making

Sangeeta GuptaConsumer Insights, PepsiCo, India

Subhransu RoutConsumer Insights & Intelligence, Motorola, India

PREFACE

The market research industry spends a great deal of time and effort to...

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