The evolution of the global consumer insight capability
Duncan Lawrence, Jack McDonald and Art Redmond
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'...