Hurry up! And wait! The road to research impact

Date of publication: September 22, 2016

Catalogue: Congress 2016: #WOW

Abstract:

This paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards more strategic, proactive role for research and analytics and ask why that progress appears to be so slow. What are the key drivers of success for a CI function and what are the barriers that are holding us back?

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