Abstract:

People are inundated with polls, findings and figures. This is blunting their perceptions of the value of research, just as the business world has become sold on 'getting closer to your customer'. Not your problem? Think again. It's a time-bomb. We need to change our attitudes to the seemingly limitless resource of people's goodwill, and to rethink their role in the research process. This presentation sets out the issues, gives clients' views, and considers what we can do.