From Market Research to Customer Insight [Archive.org URL]

Mohanbir Sawhney’s thought leadership in the marketing arena continues with this ManyWorlds’ exclusive presentation. The basis for this 52 slide presentation is in exploring how a corporation can transform its research organization from “producing research” to “generating insights”. By asking some fundamental questions about the nature of insights and the process that produce them, we are taken on an exploration through the definition, creation and management of customer insights.

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