‘Quirsumer’ research

Omar Mahmoud

In this short article, Omar Mahmoud condemns the current market research dependence on standardisation, outsourcing and blame avoidance.

'Quirsumer' research

Omar Mahmoud

On a recent trip, a senior marketing executive asked me how we could ever hope to identify breakthrough insights if everyone in the fmcg world was using the same suppliers and same standardised research methodologies.

I started thinking why we keep doing what we have always done, and, yes, get what we have always gotten, yet persist in doing the same. I could think of three reasons: standardisation, outsourcing and blame avoidance.

Once upon a time, there used to be many small research agencies specialising in niche areas of research, some were local and a...

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