The evolving role of in-house market research professionals - From “reactive” to “proactive”

Andy Kung and Grace Tse

This paper discusses how the role of the research professional inside a company is changing, from being a provider of information (managing traditional research projects) to a more significant and proactive role, identifying business opportunities, assessing risks and delivering analytical insights in all aspects of the business.

The evolving role of in-house market research professionals: From “reactive” to “proactive”

Andy KungThe Hong Kong Jockey Club, Hong Kong

Grace TseDisneyland, Hong Kong

PREFACE

The Market Research industry has evolved in a number of ways during the past decades. These changes include technology (from pen & paper to CATI / CAPI and CAWI), types of research studies (from ad-hoc to tracking, from monadic to conjoint) and research methodologies (from interviews / focus group to consumer panels / ethnography / semiotics).

Alongside with these changes, the role of market research professionals has also evolved. In the past, the...

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