Market Research: The Paradox of Influence Without Importance

MT Rainey

This is an edited version of the keynote speech given by MT Rainey at the Market Research Conference, Brighton in March 2002.

Market Research: The Paradox of Influence without Importance

MT RaineyRainey Kelly Campbell Roalfe/Y&R

It is my contention that the majority of chief executives in British business neither scrutinise nor engage enough with market research in the course of their daily life.

Yet in spite of top management being disengaged from it, market research is far, far more pervasive in the decisionmaking armoury of British business than it ever was before.

It is a paradox of influence without importance; of pervasiveness without power. As a result, I believe that the market research industry is in danger of digging itself into...

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