The marketer researcher's manifesto

This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition.
  

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....

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