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He uses empirical evidence to show which methods work best in which situations, keeping in mind the sorts of results companies want to generate as well as the surprises they may find along the way. He considers follow-up campaigns and continuous market measurement to show how to maximize on the initial research projects. 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And once this information has been gathered, how can it be best applied and developed? Ray Kent analyzes the various methods currently used among marketing researchers, looking not just at the range of techniques, but also at agencies as they assess their customers needs and apply their skills. He uses empirical evidence to show which methods work best in which situations, keeping in mind the sorts of results companies want to generate as well as the surprises they may find along the way. He considers follow-up campaigns and continuous market measurement to show how to maximize on the initial research projects. 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