Magazine article Marketing

Greater Insight Essays 2012: Greater Insight

Magazine article Marketing

Greater Insight Essays 2012: Greater Insight

Article excerpt

It's not just consumers, brands, media and technology that are in transition - it seems the research market is changing and reinventing itself.

The irony, of course, is that the people charged with helping brands navigate through this ever-changing world with confidence are experiencing their own challenges, but as Marketing's Greater Insight roundtable debate shows (see page 36), these changes are an opportunity as much as anything else.

Certainly, for every market research tool or technique that is challenged, such as the use of focus groups, the growth of areas such as social media add more opportunities. As Northstar Research's Matthew Sell explains (see page 49), market researchers are now a group of insight professionals and, as with all such rebrandings, they now have to define and live up to the label.

But this is not just about perception. The tools at researchers' disposal are getting more diverse and more complex, and can involve more scale. Maritz Research's Roger Sant weighs up the pros and cons of surveys and social media intelligence in his essay on page 47. …

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