Looking from both sides of the fence...

Date of publication: November 5, 2003


This papers provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research - practitioner and client. The paper explores the key to the challenges involved, talks to other senior decision makers about their perceptions of market research and asks questions of the way forward.'The future of the market research industry is potentially under threat - because it hasn't evolved to be useful.'

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