Market research: History, status, future

 

The growing pressure on marketers to deliver rapid return on investment is forcing the research industry to question its techniques. Clients have depended on long surveys in the past for fear of ‘miss ...

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009.

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2010

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009.

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009

Anthony Tasgal argues that the industry needs to take more notice of the changes taking place in the wider world, and restructure accordingly. Unless this is addressed, the industry will fail to attra ...

This article responds to Humphrey Taylor's suggestion (89298) that a history of market research fads should be written. The author has reviewed journal titles over the past 24 years and found that the

The market research industry is full of 'fads', ideas that have disappeared because they did not work very well. Somebody should write a history of such fads over the past 30 years.

This article reviews the history, growth and present status of market research in China. Face-to-face interviewing, initially popular, has suffered, as in the West, from rapidly falling response rates

The article discusses what can be learnt from previous recessions to help cope with the current one. The paper has two parts: 1) a study of data from the recessions of 1974-75, 1980-81 and 1990-91, an

This article looks at the 'New Pioneers of Research', as identified by John Kearon, founder and CEO of BrainJuicer. As market research has moved online, a new wave of innovation has been required to p ...

Market research is embroiled in an attempted coup d'état, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This pap ...

This paper aims to help market researchers understand what they will be faced with in the next 30 years, and what they will need to do to create a better future, and avoid their own demise. Among the ...

The paradox of success is you need to embrace failure to achieve it. Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately (and understandably) to ...

In this article, Geoffrey Precourt, WARC Online's US Editor, finds out about research in developing markets such as Russia and China. In the first instance, it appears that merely adapting western app ...

In this article, Geoffrey Precourt, WARC Online's US editor, reports from the ARF's seminar in New York Advertising Week on the latest industry practices in mining the blogosphere for research insight ...

It is commonplace to argue that the proliferation of new kinds of data and information has created huge social changes that we still do not really understand. One interesting example is the worry of s ...

In this article, Peter Mouncey, Editor of the International Journal of Market Research, and Roderick White, Editor of Admap, report on the MRS Conference 2008. They cover a broad range of themes, incl ...

Increasing cost differentials between modes of data collection and countries are requiring users and practitioners to consider more cost-effective survey designs. Using a 'fitness for purpose' framewo ...

The challenge for market research is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interp ...

This paper examines the challenges involved in making excessive amounts of often disparate information relevant and practical to senior management. It illustrates a process for bringing together the w ...

This paper, based on podcasts with leaders past and present, examines what is generally defined as marking out a leader and how (if at all) the leaders that have shaped the research industry conform t ...

It is agreed that researchers need a broader skill set in order to cope with today's complex business environment. But the research industry has been slow to develop training for newcomers in these wi ...

This paper proposes an ideal model and strategy for modern marketing researchers, based on the thoughts and ideas of Leonardo da Vinci and other masters of the Italian Renaissance. The model outlines ...

This paper reviews the history of qualitative market and social research over the past 60 years, in terms of the psych-social, political, economic, marketing and technological changes during that time ...

This paper reviews how Philips has changed in the way it uses consumer market research during the past 60 years. The 'old' and 'new' approaches are contrasted, with examples. Philips was an early-adop ...

Market Research urgently needs to respond to a new challenge - The Age of Superfluity. The notion of choice is central to so much research, and to broader social life. People's experience of choice is ...

This paper draws on the work of Stephen King, and particularly his perceptive analysis pf the role and value of research, and how it needed to evolve and adapt to stay current with the remarkable soci ...

The last few years have been marked by an increasing number of articles concerned with the future of market research. Their concerns are based around an increasing belief that our historic models are ...