And our survey said ... X: the age-old battle between research and creativity has rumbled on for decades. Morag Cuddeford Jones assesses whether marketers should look to innovation and gut instinct or spreadsheets full of figures. (Market Research)

Authors :: Jones, Morag Cuddeford
Source :: Brand Strategy. March, 2003, p20, 3 p.
Publication Year :: 2003
Abstract: It's not rocket science. If you want to know what the customer wants then surely you can't go wrong by asking them? Or can you? As the popular anecdote goes, [...]

Subjects :: Product management -- Methods
Consumers -- Marketing
Advertising, marketing and public relations
Business

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