Does market research work any more?

David Penn, managing director of Conquest Research, sets out to show (1) that in the last 20 years, neuroscience and evolutionary psychology have challenged the view of how the conscious mind works; (2) that the ‘standard social science’ model of MR makes us resist these ideas; and (3) that this is not as scary as it seems and rather than invalidating MR it may help us improve current practice and understanding.

Does market research work any more?

David Penn Conquest Research

Is there a 'theory' of market research? Can we explain how MR works? There is certainly a growing concern that conventional research based on question and answer does not work, or only...