Viewpoint – Checks and balances

David V.L. Smith

This opinion piece discusses the emergence of a new form of market research, in which researchers go beyond the provision of data alone to offer judgements and interpretations.
  

Viewpoint

David V.L. SmithIncepta Marketing Intelligence

CHECKS AND BALANCES

There has been the emergence of a 'new' category of market research that we could describe as the 'development of reasoned, robust arguments based on a firm understanding of customers'. This requires researchers to provide, in a transparent, accountable way, evidence that is robust and rigorous, but also responsive to the growing calls for researchers to: draw on multiple sources of (often) imperfect evidence; go beyond the 'literal' consumer survey evidence; make various creative interventions to provide fresh insights and new perspectives; and also weave customer knowledge together...

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