Social: the new space for market research innovation
Mark Earls
HERD Consulting
Whatever the more vociferously ‘creative’ communities in marketing services might say, the market research community is a very innovative one. We have constantly innovated both in terms of the methods we use to collect data, the technology on which these are based and in the frameworks we use to analyse and interpret them. For example, we have elaborated the use of focus groups from a minority academic interest to a flexible mainstream tool – of equal use to the brand manager, the pack designer and the politician....