By: David Beinhacker, John Goodman
The authors share why it is critical for marketing researchers to set expectations in advance that – in most cases – bad news is coming.
Editor’s note: John Goodman is vice chairman and David Beinhacker is chief research officer of Alexandria, Va.-based Customer Care Measurement and Consulting.
In the July 10 issue of Quirk’s e-newsletter, Sean Campbell and Isabel Gautschi of Cascade Insights published an article saying it is OK for researchers to give bad news. We’d go one step further and say that it is critical to give bad news and that researchers we must set expectations in advance that – in most cases – bad news is coming.
