Boardrooms in bathrooms

Date of publication: September 21, 2005

Abstract:

The premise of this presentation is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow where it currently exists. The presentation examines the chief preoccupations and 'hot buttons' of CEOs, their current involvement and views of market research. Study of the CEO's concerns and information needs highlights opportunities for market research to play a much more significant role.

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