David Ogilvy’s quote of “give me the freedom of a tight brief” is as true for writing a market research brief as it is for advertising. It is hard to doubt the importance of writing a brief both for the agency and for yourself. Yet they take up precious time needed...
Brand tracking studies, whether done continuously or periodically, represent one of the largest research investments a company makes. With such a large investment and with outcomes that impact significant investment decisions, it is critical that companies maximise...
