Breaking down barriers – reconstructing market research for the 21st century

Peter Hutton
BrandEnergy Research, United Kingdom


The research industry is still wedded to the old paradigms of research. These evolved to meet the needs of different business functions and reflect the business thinking that was dominant at the times they emerged. Business thinking has moved on but the research industry has failed to engage with it. Quantitative research has inherent weaknesses that inhibit the development of useful theories. It is time to reconstruct research for the 21st century.


The great economist, John Kenneth Galbraith, once said:

“There are two sorts of forecasters. Those who don't know and those who don't know they don't know.”