Viewpoint - The commercial-academic divide: never the twain shall meet?

Sheila Keegan examines the much-discussed divide between MR practitioners and academics, and argues that while each group sees the work of the other as exerting a limited influence on their own field, they should in fact look to combine their efforts in order to improve both the theory behind and practical application of market research.
  

Viewpoint – The commercial–academic divide: never the twain shall meet?

Sheila KeeganCampbell Keegan Ltd

I have been a commercial qualitative researcher for many years, several of them as an AQR committee member. I am also a Chartered...