What’s the value of research, anyway?

the central group performance at retaill

Let’s be clear. Research is an invaluable tool if you’re in the business of trying to predict, act on, and influence consumer behaviour. Now, the not-so-clear part. We're living in an era of incredible research tools. Unfortunately, the confusion around what sort of research to use is bewildering. The result? Most
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Have you found all your sources of ROI? Really?

The Central Group

I recently was in conversation with a sales executive from a major brand manufacturer. The topic of ROI for their instore programs came up - as it invariably does. The exec was happy to report their double digit increases from product sales and volumes.  So I posed the question: what
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