I rarely miss the world of academia after having jumped ship twelve years ago, but one thing I always appreciated was that teaching involved distilling ideas down to their simplest and most essential form. Students often led the way for me, asking questions that forced me to clarify, deepen, and condense. So it was again in Professor Alan Malter’s market research class for MBA students last month at the University of Illinois in Chicago.
My annual task is to offer a business-side view of market research. But this year I asked students to imagine that you, dear readers—Versta Research’s valued clients—were standing in front of them instead of me. What would they want to ask you about your work and about client-side research?