Abstract:

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs.Yet, no matter how advanced the research employed, too often key findings fail to command their due attention in the boardroom - and the opportunity is lost to drive action and really make a difference. This presentation explores the science of getting research heard within the dynamic environment of one of the UK's leading supermarket retailers, using a recent case study to illustrate key points. The presentation explores the agency/client relationship; methods of achieving buy-in from key decision makers; ways of communicating findings with maximum impact; and the use of research to put the customers' needs at the top of the business agenda.