We have wired the world, but unplugged our brains

Jonathan Fletcher, Andy Dexter and David Smith

This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 21st century marketing information.

We Have Wired The World, But Unplugged Our Brains

David Smith CEO, DVL Smith Ltd, United Kingdom.Andy Dexter Managing Director, DVL Smith Group, United Kingdom. andJonathan Fletcher Director, DVL Smith Group, United Kingdom.

MAN AND MACHINES

At the ESOMAR Congress 2000 the emphasis has, quite rightly, been placed on examining how emerging new information technology – the internet and the ability to network information worldwide – is changing the face of how we operate as market researchers. But we know from many experiences that in bringing about successful change, technology alone is rarely the...

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