Pushing the boundaries of the 'research debrief'

Date of publication: September 21, 2005


Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it difficult to prioritize initiatives and set meaningful performance targets. This is often why insights generated by market research studies are lost in ill-conceived or poorly executed marketing strategies. The approach presented demonstrates how this limitation can be overcome through the adoption of a 'resource-based' approach to data design and the rigorous application of a dynamic modelling technique called System Dynamics.

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