The Future of Brand Tracking Must Be Leaner and More Focused

This paper describes a radical new approach to tracking research. As an industry, we need a paradigm shift and a change in expectations of the client in particular.

The Future of Brand Tracking Must Be Leaner and More Focused

Adhil Patel


The market research industry is relatively new, especially when compared to many of the hard sciences. However, it remains a largely immature discipline, with very little evidence of movement towards the kind of maturity that comes with scientific thought. Kühn (1970) coined the phrase paradigm shift, and suggested conditions under which it could occur, in addition to suggesting that the biggest shifts occur when the elders holding the dominant view actually die off. With a little luck, we won't have to wait as long as that...

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