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What Are Companies Doing to Close the Loop Between Customer Research, Customer Feedback and Customer Service?

Tim Phillips, in Research Magazine, April 2009

Market research conducted according to the MRS Code of Conduct, Justin Alderson reminds us, is anonymous.  MR firms do not feed back to clients a list of customers who want their problem solved.

Yet Alderson, who is Managing Director of Aurora Market Research, is part of an MR industry that is built on helping clients to solve their customer problems.  He's not about to tear up the MRS code, he explains carefully, but he does work with clients such as Air Miles that don't want to find out what they did wrong if it's too late to fix it.

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