A New Type of Research Agency, Inspired by Stan Sthanunathan, Coca Cola VP of Global Insights

While Stan was presenting at the AMA’s Marketing Research Conference this week, he shared his view that for market research agencies to make the leap to being truly valuable to clients, they need to do more synthesis and make proactive recommendations. OK, coming from the guy who buys market research for Coca Cola, that sounds great. But is there broader demand for market researcers who can synthesize and be proactive?

Market Research Online Communities: 3 Key Questions

In a recent blog post, the folks at PluggedIn pose the question, “Can your company’s culture support a continuous MROC?” The authors wisely suggest that before investing in such a program, you carefully consider A) Do your really need it, and B) will your colleagues use it?

I’d like to expand this list of questions, by adding one more:

Letter to Client-side Researchers

…mplying that all in-house research is “bad” is as ridiculous as asserting that all agency-led research is “good.”