Stop asking, start listening - IJMR Research Methods Forum 2009

Judie Lannon

This report from the International Journal of Market Research’s Research Methods Forum covers presentations from a wide range of speakers which, taken together, offer a picture of the challenges facing market research and the changes the industry needs to make to meet them.

Stop asking, start listening - IJMR Research Methods Forum 2009

Judie LannonEditor, Market Leader

Phyllis McFarlane, GfK NOP: New listening

‘Listening is what you do when you are waiting for something to say.’ This pithy quote began the keynote address of GfK NOP’s Chairman, Phyllis McFarlane, underlining the secondary importance given to listening in traditional market research practice. A preoccupation with questionnaire design is one of the defining features of the MR tradition but the massive changes in today’s social and communication environment are requiring the industry now to concentrate on listening.

Phyllis tackled the serious questions the...

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