When good researchers go bad: cautionary tales from the front lines

Consumer insight has become the catchphrase of the new millennium in market research. This paper suggests that the emphasis on insight as opposed to research can produce shoddy research with poor insights.

When good researchers go bad: cautionary tales from the front lines

Stephen NeedelAdvanced Simulations, LLC, United States

INTRODUCTION

The proliferation of scanner data in the 1990s allowed marketing research to shift its emphasis to what we might call...