Tackling market research with confidence

Marketers often cite time as an obstacle to carrying out market research. The other challenge is uncertainty about how to go about it, coupled with an element of complacency that marketers already know exactly what the consumer wants and needs.
“I used to feel that I just didn’t have time. Now we’ve been challenged to slow down a bit and make sure we include research in our process,” says Sue Johnson, head of retail marketing at Flight Centre UK, and one a grad