What Makes It So Hard To Select A CMO?

By Kate Hammeke, VP of Market Research, Industry Standard Research (ISR) @ISRreports

As a market researcher, I am frequently asked “What is an unexpected finding from ISR’s research?” This question prompts me to think for a moment — not because of a shortage of unexpected findings that relate to contract manufacturing, of which there are a multitude — because I need to get in the mind-set of the person who has asked the question in order to reveal something they too would find unexpected. This can be a challenge because of my vantage point, which is atop a mountain of data about the dynamics between sponsoring organizations and the contract manufacturers they engage.