The future of market research lies in open source thinking

Market research has traditionally been the mediator between customers and companies, and has normally been based on techniques and processes that treat people as passive respondents.

The future of market research lies in open source thinking

Graeme Trayner

As with all parts of the marketing and communications sector, the market research industry has spent the past decade considering how to respond to technological change. However, too much of this debate has focused on the impact of technology on the process of research, rather than on how it is leading to a new relationship between people and organisations.

New information and communications technologies are allowing people to become creators as well as consumers, and providing them with the platform for direct conversations with businesses. As an industry...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands