Marketed Research: Personal promotion and network effects within our industry

Enrico Tronchin

This paper suggests that the market research industry needs to adopt a more rigorous approach to its art, rather than simply following tried-and-tested approaches.

Marketed Research: Personal promotion and network effects within our industry

Enrico TronchinManager: Research and Development Team TNS Global Brand Equity Centre Prepared for the South African Market Research Association (SAMRA) Conference 2009

ABSTRACT

What advances, insights and innovations does the market research industry need for the next 10 years? Regardless of our answers to this question, the future of our industry probably won't be what we had hoped for. What ultimately transpires will depend largely on which ideas are promoted within our industry. We often find that the ideas that spread the furthest are not those with...

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