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Research papers

Do we need pragmatic polymaths to boost the qualitative research industry?

The qualitative research environment is rapidly changing. With a focus on foresight and innovation, marketers are realizing the importance of qualitative research and demanding more creative and actionable insights. Further, a wider range of...

Catalogue: Qualitative 2008: Consumer Choice
Author: Vivek Banerji
Company: McKinsey & Company
November 20, 2008

Research papers

Harnessing consumer insight to drive innovation

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.Successful commercial organizations tend to focus on quantitative metrics, are...

Catalogue: Innovate 2006
Authors: Aunia Grogan, Vivek Banerji
Company: McKinsey & Company
May 10, 2006