The future of research: Context counts above all else

The challenge facing marketing research is one of context. Nothing is more important.

Context counts above all else

J Walker Smith and David Bersoff

The context in which consumers experience advertising and marketing is more crucial than ever, giving rise to unprecedented opportunities and challenges for marketers

The challenge facing marketing research is the same as that facing marketing – one of context. The social influences and reference points that constitute context are more central than ever to the practice of marketing, yet they remain a stepchild of marketing – research in particular. Nothing matters more, though. Not new types of data. Not new methods of data collection. Not new ways of...

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