WHAT WE HAVE LEARNED

These are part of Pulse’s collective wisdom, gleaned from many different projects in many different markets:

• Market research is conducted, directly or indirectly, to support decisions. Only research one decision at a time, it eliminates the risk of compromise.
  
• Attitude is the foundation of any successful project. You can acquire skills and information but to make it work you need attitude.
  
• A successful project requires a great questionnaire. A great questionnaire is like a great sculpture – the more you chip away the better the definition becomes.
  
• A brief can never be too thorough. The more you put in the more you get out.