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...