How to find the perfect market research partner

With the wealth of data companies now have at their fingertips, finding the right research partner to meet increasingly niche insight needs requires a new approach, and big, well-known agencies may not always be the best option. 

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Can brands trust polls after election failures?

David Burrows

Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.