The global research programmes that deliver the best value are not the most standardised – and they are not usually the most elaborate.
Kantar TNS’s experience of working with global research programmes shows how brands can create strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
In this feature we reveal the key characteristics of successful research protocols:
- Why less is more when it comes to survey design
- The importance of engagement at a local level, and techniques that can make it happen
- What strategic research leadership should look like
- How different sectors are applying protocols successfully.