Facilitating consumer insight

Date of publication: April 18, 2004


Over the past five years research has made some giant strides by increasing its impact on business decision making. But what does this mean for the relationship between client researchers and their suppliers? The focus of this paper is a case study showing how researchers, web designers and GlaxoSmithKline Consumer Healthcare worked together to help transform one of the UK's leading stop smoking websites. The case study is used to develop a five-point guide to help enhance client-supplier relations and to facilitate effective research within organisations. In addition, the paper contains new research amongst a cross-section of client researchers and provides encouraging insights into the current status of research.

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