Alistair Leathwood talks to Research about agency survival
11/06/2009Depth and not breadth is now the watchword for clients and agencies alike, explains Alistair Leathwood, Managing Director of FreshMinds Research on Research magazine’s newly relaunched site. With the demand for real, grounded insight at competitive rates skyrocketing, large-scale quantitative surveys are quickly losing out to more actionable segmented studies. Statistics are no longer the be all and end all as new and refreshed methodologies come to the fore. In the end, those agencies with an innovative and fresh outlook are likely to prevail.