The Market Researcher's Manifesto
Susan BakerandPeter MounceyCranfield School of Management
Introduction
In a marketplace that is characterised by continual change and uncertainty, research managers are challenged with generating relevant insights that will enable organisations to better connect with customers. This is not, however, a straightforward task as, almost imperceptibly, the economic plates are shifting, and out of this seismic change a market is emerging where the nature of the exchange is different. This demands a more mindful approach.
Rule No. 1 The rules themselves have changed
The landscape in which marketing operates is changing irrevocably....