PLEASE NOTE
The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.
The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.
Most market research, while useful in traditional marketing contexts, is inappropriate and misleading for strategy development; it is the wrong data collected for a different purpose and therefore answers the wrong questions. Traditional market research targets current customers with questions about marketing and tactical issues, usually with the goal of incremental improvements.
If customers could tell us what a strategy should be, there would be little use for senior management.
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