Consolidating the role of market research in business decision by extending our skill set into business consultancy

David V.L. Smith

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality of information-based decision-making.

Consolidating the Role of Market Research in Business Decision-making by Extending our Skill Set into Business Consultancy

D.V.L. SmithIncepta Marketing Intelligence and University of Hertfordshire Business School, United Kingdom

The calls for market research to be more actively engaged in helping decision. makers make informed judgements has led to various research agencies extending their traditional remit over the last decade or so to include various skills more traditionally associated with business and management consultancy. But an important point to make is that agencies who have extended their traditional market research offer in this way do not see themselves as...

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