Viewpoint – We can do better

Prof Don E Schultz

Too much market research focuses on tactical studies. It is argued that MR should be ‘levered up’ to focus on strategy and financial business decisions.
  

Viewpoint

Don E. SchultzNorthwestern University

WE CAN DO BETTER

About a year ago, I stirred up what has proven to be a hornet's nest in the research community. First, I presented a paper, 'A roadmap for developing an integrated, audience-focused, market research-driven organisation' at the ESOMAR 2005 Annual Congress in Lisbon. There, I suggested too much market and marketing research was focused on inconsequential, tactical, short-term studies, used to confirm decisions managers had already made. My solution: leverage market research up to focus on financial business decisions. My argument was so powerful, the paper was simply ignored....

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