Jane Frost
CEO, Market Research Society
“Relationships involve giving and taking. Which inevitably builds loyalty, trust and respect.”
In this episode, we had the pleasure of welcoming Jane Frost CBE, CEO of the MRS, to our London office to chat with Zoe Carter about some of the most interesting shifts happening in market research right now.
Building on the foreword she authored for Customer Inside, we explored:
“If it’s too logical, it’s not a consumer insight.”
Whilst there must be method and rigour to our work, our approaches can’t be clinical. Real insights come from embracing the messy, creative, human side of life. Making space for serendipity and questions beyond the immediate brief that uncover new paths to growth. Consumers are unique. The future of research should reflect that.
