Research in an age of superfluity

Nick Southgate

Market Research urgently needs to respond to a new challenge - The Age of Superfluity. The notion of choice is central to so much research, and to broader social life.

Research in an age of superfluity

Nick SouthgateGrey London

Introduction & Overview

The Golden Jubilee Conference gives one a pretext to write a paper that takes the long view. This paper embraces the full gamut of the conference's historical spread. It looks back across the fifty years that have seen the Research Industry flourish and grow. It also looks forward to start asking how the industry will change in the next fifty years. It does this by looking at evidence and trends that suggests that at its half-century Market Research needs to respond to a new challenge – The...

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