From agency to consultant

Date of publication: June 15, 1988

Company: IBM Corporation

Author: Kees Fiolet

Abstract:

This paper has the appearance of a check list. It might well serve that purpose for a market research agency when composing a more or less standardised offering to the parties in a given marketplace. In the context of this seminar it is meant to make the audience aware of the complex environment in which business decisions have to be taken: the information needed, and the transformation into intelligence. Particularly this function of transformation is the area where the agency can present itself as a consultant. There is a definite need for this type of service, but let there be no misunderstanding, becoming a respected consultant will not be achieved over night. It will cost a lot of time, effort and money. The investment though will be rewarding.

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