A Roadmap for Developing an Integrated, Audience-Focused, Market Research-Driven Organization

Don E. Schultz
Integrated Marketing Communications, Northwestern University, United States

Heidi F. Schultz
Agora Inc., United States

David Haigh
Brand Finance Plc, United Kingdom


One would assume that in a field such as marketing, one that claims to place such a premium on knowing and understanding customers and the marketplace would similarly place a premium on market and marketing research. Yet, as the 21st century marketplace has unfolded, such does not appear to be the case.1 Even while financial investments in various forms of research are increasing,2 the importance of research and the research function appear to be declining. And, it's not just market and marketing research that is losing status and leadership within the organization, the entire field of marketing appears to be declining in importance as well.