Transfromation in research

Bill Blyth and Trevor Richards

This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of steady evolution, or indeed whether we are at the gateway to dramatic change for our industry.

Transformation in research

Global warming or climatic variation?

Bill Blyth Director of Research and Chief Statistician, Taylor Nelson Sofres plc, United Kingdom. andTrevor Richards Head of Consumer Research, Taylor Nelson Sofres plc, United Kingdom.

INTRODUCTION

One of the most difficult challenges for corporate management is to judge when to change the assumptions being used to forecast the future, rather than to continue with the prevailing assumptions.

To judge by recent articles and papers in the market research literature – for example Juergen Schwoerer talking to Research World in January 2001 or the ESOMAR Spear initiatives –...

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