Focus groups, surveys, and one-on-one interviews—this is what many perceive as the value add that marketing research brings to an organization. Researchers sometimes reinforce this misperception by putting undue focus on the approach, rather than the insights and strategic recommendations that emanate from our work. David Weinberger will discuss the ten things marketing research professionals should know to maximize the value of research in their organization. He will discuss what researchers don’t realize about the research they conduct, and how to get maximum value from a marketing research organization.
