Five research techniques that are living on borrowed time
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Every now and again, doing what I do for a living, I am compelled to become reacquainted with, and asked if I will please work with, a research technique I thought had long since died of embarrassment. I give voice to my ifs and buts, of course, but generally relent in the name of team harmony or because a research company has already been commissioned that only does things one way.
