In today’s fast-moving world, researchers have to avoid being seen as researchers, people on the outside looking in, according to Rhiannon Price of Northstar Research. The shared economy encourages a culture of give and take, millennials are more interested in experience than ownership and the psychology around social media – the use of hashtags, likes etc – speaks of being part of something bigger. Distance does not facilitate relationships, she argued. At the same time, clients want quicker results – and often they want to be part of the process.
At MRS Impact (London, March 2019), three brands outlined...