The insights industry: Towards a performativity turn in market research

While market research has been the cornerstone of the intelligence ecosystem, the emergence of 'insights' vendors is re-shaping the market.

Introduction

For more than a century, the market research industry has provided consumer representations to support decision makers (Berghoff et al., 2012; Schwarzkopf, 2016), thus becoming an essential component of the intelligence ecosystem (Cowan, 1994;...