Our experience suggests that the key to getting your colleagues to interact with insight is to ensure that it is critical to everyday decision making. The vast majority of research becomes obsolete remarkably quickly. If you compare research to packaging or advertising, which live, breath and determine the success of a brand on a constant basis, research is an inactive inert part of the success of a business.
Consumers make decisions about price, product, packaging... They don't make decisions based on research.
