Viewpoint – Response to Don Schultz’s Viewpoint ‘We can do better’

Jorge Garcia-Gonzalez

This piece is a response to Don Schultz's Viewpoint, 'We can do better' (IJMR 47,5), which criticised the research industry for focusing on tactical issues and offered a new solution as to how the industry could become more strategic.
  

Viewpoint

Jorge Garcia-GonzalezJGG Consulting, based in Argentina.

RESPONSE TO 'WE CAN DO BETTER' BY DON SCHULTZ

Yes, we can always do better, and do it faster. Professor Schultz ('We can do better', IJMR, 47, 6) states that the solution he presented at ESOMAR's 2005 conference 'was so powerful that it was simply ignored'. But, perhaps because he comes from a different field, he ignored the fact that the same solution, with quite a few additional and enriching variants, has already been extensively discussed and acted upon for quite a time.

Let's take, for...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands