October 8, 2011

Market Leader – How to define and drive competitive advantage

The role played by customer insight professionals should determine their position in the organisational structure. Melanie Howard provides an interesting starting point for thinking about the positioning of customer insight teams within organisations.

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October 8, 2011

You can put lipstick on a pig… but it’s still a pig!

The transformation of market research into the ‘Insight’ industry has been a success. But has complacency set in? Data is still being traded as insight. What marketers are offered is not always that ‘Aha’ moment. Some insight teams believe that if they call data ‘insight’ long and loud enough it will become an insight. We […]

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February 8, 2011

The Marketer – I’d like to thank my agent

Market research agencies used to deliver fact: now they claim to provide “insights”. But far from making a marketer’s life easier, more often than not these agencies are delivering limp platitudes dressed up as insight.

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