Viewpoint - The trouble with marketing research is marketing researchers

Nigel Piercy

Market research and researchers are faced with a number of different challenges and opportunities. Across all business sectors, the winners are those companies that know the most.
  

Viewpoint

Nigel F. PiercyWarwick Business School

THE TROUBLE WITH MARKETING RESEARCH IS MARKETING RESEARCHERS

While some of my best friends are marketing researchers (actually, I am lying, but it is a friendly start), I have some troubling thoughts about the current performance of marketing research and the changes which are essential to meet the challenges we face. Let me start by asking some antagonistic questions, which emerge from working with marketing decision makers rather than marketing researchers.

Is being myopic, narrow, unimaginative and uninformative, albeit with awesome scientific precision backed by unprecedented technological resources, really a sensible...

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