Why we have to change the language of market research

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'.

Why We Have To Change The Language Of Market Research

The case

Virginia ValentineandMonty AlexanderSemiotic Solutions

Introduction

Why do we have to change the language of MR? Because our discourse our language and imagery, our whole communications...