A Q New World: Reframing best practice for tomorrow's clients
Kristin Hickeyruby cha cha
Preface
Qualitative. Quantitative. Quality. Three 'Q' words that have defined the essence of market research since the popularisation of the discipline in the early 1920s. As the marketing world evolves and responds to increasing commercial demands, we now see a new vocabulary governing our briefs, websites, publications and conferences. 'Behavioural Economics', 'Social and Digital Media', 'Mobile', 'Big Data', 'MROCs' … expressions that are relevant and meaningful in an era where demand for 'younger, faster, cheaper' research has become the new norm. The change in language...