Is the idea of “client-side” and “supplier-side” market research obsolete?
Is the idea of “client-side” and “supplier-side” market research obsolete?
As for articles such as the recent Greenbook post? Sure, it is fine to vent—for both clients and market research suppliers. Nothing wrong with that! But the real issue is this: how do we step away from recycled platitudes about client-supplier relationships and make real change? When do market research agencies and clients work best together? Perhaps when …