The evolution of the global consumer insight capability

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management.

The evolution of the global consumer insight capability

Arthur Redmond Ford Motor CompanyJohn McDonald MORPACE International, Inc andDuncan Lawrence MORPACE International, Inc

INTRODUCTION

Ford Motor Company has a new mission that stimulates the need to 'reinvent'...