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Research papers

Becoming cultural architects

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.This paper describes how a single global segmentation study catalysed one organisation into rethinking many...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Hilary Perkins, Paul Buckley
September 19, 2004
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Citation

Perkins and Buckley (2004a, September 19). Becoming cultural architects. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/becoming-cultural-architects