Seeing Around The Corner - A role for marketing research in turbulent times

Michael A Lotti

When operating in fast-moving business environments, market research is in danger of losing its seat at the table where decisions are made.

Seeing Around the Corner

A Role for Marketing Research in Turbulent Times

Michael A. LottiCorporate Marketing Office, Eastman Kodak Company, United States

INTRODUCTION

Companies and Market Researchers (MR) operating in technology markets face a number of challenges. The business environment is rapidly evolving, especially in digital and technology markets. MR is responsible for bringing a fact basis to business decision. However, when the market situation is changing quickly or is yet to develop, delivering facts to guide decisions is difficult. The creativity and competitive intensity of a market creates turbulence, that is, unexpected shocks. Change may be nonlinear rather...

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