In the previous article in this three part series, we talked about the importance of the
having the voice of the consumer in at the heart of your business and brand planning activities. This is not as easy as it sounds.

Over the past 30 years we have heard time and time again the worrying cry that market
research purchased has ended up as a thick volume in the bottom drawer! Sadly, our industry is beset by an ongoing, and common, obsession with providing panacea solutions and models to the marketplace. Market research vendors have often been guilty of pushing fad solutions into the marketplace. A bit like the diet industry!

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