Two Tribes Divided By a Common Language?
The true nature of the divide between account planners and market researchers
Merry Baskin Baskin Shark andNeil CoburnThe Research Business International Winner of the ISBA award
Introduction
At last year's MRS conference,1 Keynote speaker Rupert Howell, Chairman of the IPA and co-founder of ad agency HHCL, made a stirring speech, which in essence accused the market research industry of failing to innovate or adapt its products to reflect the seismic changes taking place in the world of communications (Howell 2000). Specifically, he spoke about the impact...