How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

In today’s fast-moving world, researchers have to avoid being seen as researchers, people on the outside looking in, according to Rhiannon Price of Northstar Research. The shared economy encourages a culture of give and take, millennials are mo

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