Is it time for a makeover?

This article considers the urgent need to improve the numbers and quality of talent in the market research industry, especially in growing markets such as Asia-Pacific.

IS IT TIME FOR A MAKEOVER?

Arun Joshi and Aruni GhoshThe Nielsen Company, United Arab Emirates

Rinku PatnaikThe Nielsen Company, India

Soumya MukherjeeNMIMS University, India

BACKGROUND

At the recent ESOMAR Consumer Insights 2009 conference there was a debate initiated on the topic “The quality of insights generated by market(ing) research has not improved noticeably in the recent years”. Interestingly, the clients seem to agree that indeed it is so. While trying to explore the reasoning, the following points emerged.

  1. With continuously decreasing “time to market” pressures, time to complete a research program is critical, and...

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