The Shape of Marketing Research in 2021

Anca Cristina Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, Joseph Plummer and Joel Rubinson

This guest editorial of JAR considers what the "new normal" of marketing will be and suggests that it will be the digitization of everything, the need for constant change and adaptation affected by the continuous flow of knowledge.

Guest Editorial The Shape of Marketing Research in 2021

Anca Cristina Micu

Sacred Hearth University

Kim Dedeker

Kantar

Ian Lewis

Cambiar LLC

Robert Moran

StrategyOne

Oded Netzer

Columbia Business School

Joseph Plummer

Columbia Business School

Joel Rubinson

Rubinson Partners

INTRODUCTION

It is year 2011. A chief marketing officer (CMO) sits at his desk very early one morning. His consumer insights team’s deck from a presentation the previous night still is in front of him. The CMO leans back in his chair, takes his glasses off, starts wiping them thoroughly, and dives deep into thought.

It’s humbling when I think back...

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