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From brief-taker to business catalyst

Date of publication: September 22, 2002

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Company:

Authors: Robyn Wunder, Kristin Hickey

Abstract:

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to clients. The audience will be able to walk away with key insights on how the research industry might become more critical, more relevant and more inspiring to marketing professionals of the future.

Robyn Wunder

Author

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Kristin Hickey

Author

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Wunder and Hickey (2002a, September 22). From brief-taker to business catalyst . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/business-to-business-segmentation