Professor Adré Schreuder, CEO of Consulta Research and Extraordinary Professor in the Department of Marketing Management, addressed this topic during a guest lecture. The lecture formed the pièce de résistance on a series of expert lectures presented to the masters’ students during the course of the year.

Drawing on his extensive academic acumen and his practical experience as a commercial researcher, Professor Schreuder asserted that all research should add value. He explained that including scientific approaches and theoretical principles in research is very important, not only in an academic environment, but also in a commercial one. He also shared interesting tips and practical examples of commercial research, pointing out, “The role of the researcher is as follows: to consult, to synthesise, to tell a story and to take a stand.”