Reshaping research

This piece introduces six articles focusing on developments in market research. The key issues facing the industry are seen as: internet and on-line research, new observational and ethnographical techniques, implications of neuro-science, the breakdown of the old TV-led advertising model, and new thinking (and techniques) in audience measurement.

Reshaping Research

Most of the market research that feeds into marketing communications programmes and their evaluation relies on techniques and technologies that are long established. Nonetheless, over time, much of the emphasis of research...