ICG member Mark Hadfield recently wrote a couple of newsletters about a project that he conducted with the account planning group, looking at the value of human-led research.
Essentially, it aims to ensure that qual research is still in the mix when it comes to writing the best brand strategies.
You can read these articles here:
Part 1: https://meetthe85.substack.com/p/how-to-unearth-strategy-magic?r=oupm3
Part 2: https://meetthe85.substack.com/p/how-to-unearth-strategy-magic-the?r=oupm3
