What's really interesting is that most agencies use research to impress the client rather than to create better marketing programmes
[Editor's Note: Yes, programmes. We retained this letter
writer's British spelling to fit the U.K. vs. U.S. discussion in the article he's referencing.] It's all a question of how smart the client is. A really smart client really should be the hound's
testicles when it comes to market intelligence in their own market category.