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...