Viewpoint – We can do better

Prof Don E Schultz

Too much market research focuses on tactical studies. It is argued that MR should be ‘levered up’ to focus on strategy and financial business decisions.
  

Viewpoint

Don E. SchultzNorthwestern University

WE CAN DO BETTER

About a year ago, I stirred up what has proven to be a hornet's nest in the research community. First, I presented a paper, 'A roadmap for developing an integrated, audience-focused,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today