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Research papers

Breaking the spell of Sisyphus

The work of a market researcher can be a truly Sisyphean task: you conduct your project, craft your insights, present them to marketers, only to be confronted with similar research question months later. You're back to the bottom of the hill. That is...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Anna Demianova, Susanne Stahl
Company: Point-Blank International GmbH
November 16, 2016
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Citation

Demianova and Stahl (2016a, November 16). Breaking the spell of Sisyphus. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/breaking-the-spell-of-sisyphus