Viewpoint – Checks and balances

This opinion piece discusses the emergence of a new form of market research, in which researchers go beyond the provision of data alone to offer judgements and interpretations.
  

Viewpoint

David V.L. SmithIncepta Marketing Intelligence

CHECKS AND BALANCES

There has been the emergence of a 'new' category of market research that we could describe as the 'development of reasoned, robust arguments based on a firm understanding...