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Synchronise/destablise

Date of publication: September 14, 2003

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Herman J. Milligan Jr., Ashref Hashim

Abstract:

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other factors, is key to the success of the relationship. Maximum value for the client and provider is achieved when the relationship is highly synchronized. Destabilization is likely when key factors are not well integrated into the relationship.

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