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Getting the board onside

Date of publication: October 28, 2001

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Companies: HSBC Holdings,

Authors: Martin Walls, Ken Parker

Abstract:

While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a qualitative survey, and discusses why it succeeded and the influence of this research on the bank’s strategy. This paper also addresses why other research projects do not succeed. In particular the authors discuss when projects should not reach the boardroom and issues relating to board requests for surveys that need to be prevented.

Martin Walls

Author

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Ken Parker

Author

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Walls and Parker (2001a, October 28). Getting the board onside. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/getting-doctors-to-spill-their-guts