Viewpoint - Response to ‘The trouble with marketing research is marketing researchers’ by Nigel F. Piercy

Rosie Campbell

In this response to Nigel Piercy's previously published critique of the market research industry, Rosie Campbell's Viewpoint seeks to balance the argument about contemporary market research and market researchers.
  

Response to 'The trouble with marketing research is marketing researchers' by Nigel F. Piercey (IJMR, 48, 3)

Rosie Campbell

Nigel Piercy's extraordinary attack on market research in Viewpoint (IJMR48, 3) has a familiar feel – it is, in essence, the age-old accusation that the profession is hidebound by 'findings' and devoid of imagination. Thirty years ago (yes, I have been in the industry nearly that long ...) this opinion was certainly justified; the legacy of the 'government statistician meets commerce' could, I recall, lead to some pretty dire spreadsheet presentations of number and...

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