Viewpoint – We can do better

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,...