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Industry News
Market Research IndustrySpecial Report Market Research Tell me about itMarket research is attempting to change from an interrogative discipline into one that is more conversational. Instead of asking questions that prove what they already know, canny marketers and their research partners are simply opening their ears to listen to what people are saying.'Two changes have come to a head at the same time,' says Ray Poynter, managing director of The Future Place. 'The first - a slow-burning one - is that marketers, NPD, innovators, and even sales have been realising that the results of too much market research are slow, expensive, and lacking in the sort of insight that would enable them to make a real difference.'The second change is that the conversations between customers have shifted from being ephemeral to being indelibly inscribed on the web.'As most research by value currently being undertaken is quantitative, this raises interesting questions for marketers about how they shape their future approach.
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