The SAMRA Journal 2017 looks at the role of research. Is research a tool primarily to guide strategic decision making, or primarily to fine tune how well you are executing in your operations?
In this issue, we ask local and global thought leaders for their perspective on the role of research, storytelling, Artifical Intelligence and the focus of research. The issue also includes the award-winning SAMRA conference paper presented by the Schreuder trio, focusing on Customer Centric Artifical Intelligence. Patson Gasura explains why research was the missing link for Vuca Zim, Jude James enlightens us about the developments around audience measurement in South Africa, and Carlos Fonseca, Adam Riley and David Smith tells us how MetLife imagined a new future for the insurance industry.