Market research industry, tipping point or no return?

Laurent Florès

This Viewpoint argues that the industry of market research is in danger of reaching a point of no return if it does not grasp the opportunities available to it.

Market research industry, tipping point or no return?

Laurent Florès

ESOMAR

Market research industry, tipping point or no return?

Year after year, we hear more and more about change, innovation, crisis and transformation. It seems that, whatever we do, these keywords come back again and again. Having spent more than 20 years in the market research industry, I have heard the same words repeatedly from all stakeholders: advertisers, advertising agencies, research providers. But, year after year, it seems that we are still around and are proud to be called ‘researchers’. In the span of the past 15 years, however, a...

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