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Every marketer, brand manager and researcher wants the same thing: to contribute to the success of their brand. The objective of the study should drive methodology choice (and there are plenty to choose from), but, reality is that other factors influence the decision. One that is frequently overlooked is the type of organization you are. Management is often comfortable to make decisions based on certain "Insight style", be it gut feeling, sizable surveys or some other format. Identifying your management insight "Comfort zone" can spare your jumping over timeline slowing hurdles.
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