Research at the South Bank Centre

Mike McCart, 
South Bank Centre


There are many things market research is not. It is not a substitute for strategy, decision making or plain commonsense; but a tool to aid all three.

Our experience is that research works best when testing an hypothesis based on your own knowledge, ideas and observations, combined with a clear view of your objectives and strategy.

Theodore Levitt, the marketing guru from the Harvard Business School encapsulated the challenge for all marketeers and, in the process, defined the need for market research in his book The marketing imagination. Effective marketing, he said, happened when an organisation begins to 'live in their customers' shoes, talk their language, think their thoughts, feel their emotions and respond to their cues'.