OPINION6 July 2015

Is there a research deficit?

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Whether strategy influences research or research influences strategy in an organisation can have a fundamental effect on the quality and impact of market research says PwC’s Alison Blair.

The market research industry contributes more than £3bn to the UK economy but what value does it provide to the organisations that use it?

A small part of the work we do at PwC, Research to Insight (r2i), looks ...