The secret to maximizing market research

07/6/2009 | Bloomberg Businessweek

To get the most of market research, a company has to be able to square what the data says with real-life experiences, writes Jessie Scanlon, pointing to Steelcase's development of special furniture for oncology units as a model. "Traditional market research is an established discipline," Scanlon writes. But most innovations depend on nontraditional research methods -- ethnographic studies, customer-created collages, and so on -- that can't easily be sliced and diced in Excel."

View Full Article in:

Bloomberg Businessweek

Published in Brief: