Tomorrow's research
Brand-building, pressures on marketing, and the implications for future market research methods
Stephen King
Market research has fresh fields to conquer, as pressures on marketing companies alter the nature of brands. Two key evolutionary changes are the 'company brand', and the complex new service dimensions. But this is unfamiliar research territory, with pitfalls.
Market researchers will know better than most that, despite the abrupt slip into a new decade, life goes on more or less seamlessly. However, I think there are two major evolutionary changes in the nature of marketing that will in the end greatly affect market...