Leading the debate

The report below sets out the benefits and advantages for professional firms in using issue-led research as part of their marketing activity. It provides a checklist for marketers to work to in commissioning issues-led research as well as an overview of how such research can be exploited to achieve real results for its users.

The report is written jointly by Hinze Communications partner Chris Hinze, Kevin Wheeler, principal, Wheeler Associates and Kate Thompson, partner, McCallum Layton.

Use of research 2002