2 Why is marketing research ‘entitled to a place at the top table’?

Market research has never been a topic to rouse the passions of most company directors. While many will have a vague notion that a certain investment in MR is probably good for business, few feel it is a subject that should be aired at a boardroom meeting.
In one company however, brewer Carlsberg-Tetley (C-T), this could be all about to change. C-T’s senior research manager James Howes is determined not just to teach the board the value of research but to place his department at the forefront of everything Carlsberg-
Tetley does.
‘We work hard to justify our existence and make it clear we have a real role to play in the business,’ Howes explains. ‘That role extends to working towards providing that business with leadership, through both market intelligence and knowledge, and giving opinion as the consumer champion.’