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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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Research 2008: The Great Debate (Part 3 of 4)

Go to part 2 here

Part 3 contains (1) The Big Planning Debate: Is research failing in the boardroom and (2) Guaranteeing a return on investment

Day 2 Session 1: The Big Planning Debate. Is research failing in the boardroom?

And so onto Day 2. To open the session, Vanella Jackson of Hall & Partners introduced a video containing some very interesting quotes from business leaders. These included wanting intelligence and not insight, wanting a solution rather than the research, research is too often used as insurance rather than as a forensic analysis and that research is the only tool in the marketing mix that hasn’t substantially changed in the last 12 years. A call to arms then.

Rupert Howell of ITV gave a very entertaining keynote speech before the debate/Q&A began. Continue reading