Experimental methods in market research: from information to insight

Lynette Ryals and Dr Hugh Wilson

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths.
  

Experimental Methods in Market Research

From Information to Insight

Dr Lynette Ryals and Dr Hugh WilsonCranfield University

INTRODUCTION

In their award-winning paper at the 2004 MRS Conference, Steve Wills and Pauline Williams (2004) argued that 'customer insight is built from multiple sources – of which market research is only a part', citing analysis of internal customer data, for example, as one key information source that needs to be managed holistically along with traditional market research approaches. They concluded that if the market research industry 'does not respond imaginatively and constructively, market research risks being relegated...

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