The Research Industry Needs to Embrace Radical Change in Order to Thrive and Survive in the Digital Era
Tom Woodnutt and Richard OwenHall & Partners
ABSTRACT
The research industry needs to evolve in order to weather the digital storm of change that threatens to engulf it. The industry has the objectivity, expertise and client relationships to survive. However, it is stuck using out-dated models, old techniques and has an – at times – overly purist, scientific mindset. In order to thrive, it needs to (when appropriate) act like a 'brand touchpoint', update its metrics, methods, reporting and...