Market Research: The Paradox of Influence Without Importance
MT Rainey, Market Leader, Issue 17, Summer 2002, pp. 16-17
This is an edited version of the keynote speech given by MT Rainey at the Market Research Conference, Brighton in March 2002.
This is an edited version of the keynote speech given by MT Rainey at the Market Research Conference, Brighton in March 2002. The speaker makes a plea for market research to come within the orbit of top management in industry rather than being a middle management tool devoted to risk reduction. As we live in a market economy she asks 'why isn't market research more important?'. She argues that research is increasingly talked of in terms of results and scores rather than finding and insights. She urges the market research industry to establish a new set of first principles and pool knowledge, data and insights to develop a new theory of the market and, indeed, society.