Inside looking out: A journey towards futuristic market research thinking

This paper explains how a Mexican research agency took on the challenge of thinking about the future today from two fronts: towards its clients and towards itself.

Introduction

In 1863, Jules Verne set himself the task of writing a "prophetic" novel: Paris in the Twentieth Century. In his book, he quite accurately described life in the French capital during 1960: elevators, skyscrapers, air conditioning, high-spe

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