Expanding market research

Sergio Poblete Ortega

Recent years have witnessed a myriad of developments and ideas in the field of Market Research: online research, market ethnography, renaissance of projective techniques, data and text mining, among others.

Expanding market research

Sergio Poblete OrtegaFeedback Comunicaciones S.A., Chile

INTRODUCTION

This paper explores the implications of Expanding Market Research and also examines what our clients can gain with this expansion as well as the possible realms of expansion.

In order to analyze the possibilities of expanding Market Research we will use the observation-action-results model. This model, which is both simple and revealing, teaches us that: 1) the results of something depends on the actions we undertake, and 2) that the actions we undertake to generate those results depend on the kind of observers we are.

We will...

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