Reflections on the future of the market research industry: is market research having its ‘Kodak moment’?

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

As a case study in failure, Kodak’s inability to make the shift from analogue to digital is hard to beat. After inventing the digital camera in the 1970s the firm stuck with its high-margin film and printing business and, when faced with...

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