Abstract:

Blancmange ... this pop band's 1983 single inspired the title, highlighting the authors' belief that research to be very important - especially in illuminating and aiding better decisions. This 2004 version mixes together two potentially contrasting viewpoints (client and agency), examining the industry today - especially the way we operate, talk and ultimately how research is bought, sold and valued. The paper is discursive, experiential and maybe confrontational (especially regarding the term 'insight') - yet the authors together conclude some important points on communication, relationships and how research can be 'maximised'.