Inside looking out: A journey towards futuristic market research thinking
Pamela Gutiérrez, Ana Paola Bravo Cajal and Ana Paola Rodriguez
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.
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-speed...