Transformation in research
Global warming or climatic variation?
Bill Blyth Director of Research and Chief Statistician, Taylor Nelson Sofres plc, United Kingdom. andTrevor Richards Head of Consumer Research, Taylor Nelson Sofres plc, United Kingdom.
INTRODUCTION
One of the most difficult challenges for corporate management is to judge when to change the assumptions being used to forecast the future, rather than to continue with the prevailing assumptions.
To judge by recent articles and papers in the market research literature – for example Juergen Schwoerer talking to Research World in January 2001 or the ESOMAR Spear initiatives –...