Does transformational thinking make sense for small businesses?

I recently came across some musings on market research from the vice president of marketing strategy and insights for Coca-Cola.  His main points were that too much money is spent on “rear view research”; it makes up to 80% of research budgets. Understanding what happened in the past helps understand mistakes, but he believes that we need a change of mindset.  “It’s not about following the change as quickly as possible, it’s about helping companies to shape the change. Large companies have a responsibility to shape the change, not just respond to change.”

Research departments must therefore Continue reading