A productive future for research
The Exchange Partnership
Market research has long been buffeted by two opposing modes of practice and, ultimately, belief: the exploration mode (typified by grounded theory and Einstein’s observation ‘if we knew what we were doing we wouldn’t call it research’) and the evaluation mode. Neither has sat very comfortably alongside the other and industrialisation, coupled with the cost of data gathering, has made the latter way of thinking about research predominate.
However, we think we’re now seeing a substantive shift in emphasis. The drivers or...