Archive for 10 October, 2007
Team Planndeskqualquanting
I’ve been thinking a lot recently about Research and Planning and how the two interact as disciplines and benefit from each other.
There’s no doubt that the best Planners have a healthy regard for and understanding of research methodologies and the potential and limitations of research tools.
Its also now widely accepted that the best Researchers think beyond “what did they say” and even “what did they mean” to “what does this mean for the brand and business“. As enlightened researchers are acknowledging that the answer is often found more in insight than the hard data itself, the line between Planning and Research becomes ever more blurred – which I think can only be a good thing.
At my agency, the quallies and quanties and desk research specialists and planners all co-exist quite peacefully as an integrated team – and I think we are all the better for it.
