By harnessing their collective learning and
cross-project experience, organizations can greatly
improve their decision-making and significantly reduce
costs associated with market research, writes Colin
Gounden, a senior partner at Monitor Group and CEO of
Monitor's Grail Research unit. In an article in Sales &
Marketing Management Magazine, Gounden describes four
activities research teams should undertake between
projects relating to research methods, instruments,
insights and presentation, to create ongoing
opportunities to learn from their collective
experiences. pdf
