How much should clients know about New Market Research?
The other day I saw a comment that clients have a duty to keep themselves up-to-date with all the latest changes in market research, to make sure that their organisation is getting the benefits that are available. However, as soon as I read the comment, I was troubled. After some thinking about the proposition that clients need to be up-to-date I was able to isolate my concern. It is unreasonable to create a duty or expectation that is not possible. It moves the blame from somewhere else to an unfair location. And, I believe that it is not possible for most clients to be up-to-date, or fully informed, about all that is new in market research – not even all the major trends and changes. Nobody is fully informed The first point is that it is not just clients who are not fully informed; providers and researchers are not fully informed either. No researcher I have ever met or heard of is fully up to speed on: Social media monitoring, mining, and research Neuroscience Discourse analysis Gamification Computer Aided Qualitative Data Analysis Big Data Adaptive discrete choice modelling Smartphone, participative ethnography Predictive markets Behavioural economics Virtual focus groups To name […]