Foxes, hedgehogs, and the future of market research. Issue 63 (March 2017)

• Record Type: Journal Article
• Authors: Baker, Reg; Smith, David
• Is Part Of: Research world. Issue 63(2017)
• Page Start: 50
• Page End: 53
• Publication Date: 2017-03
• Subjects: Marketing -- Decision making -- Periodicals; Marketing -- Management -- Periodicals; 658.8
• DOI: 10.1002/rwm3.20500
• Languages: English
• ISSNs: 1567-3073

Abstract

Abstract : Our industry is now well into its second decade of innovation, debate, and soul searching about what the future of market research will look like. All we can say with certainty is that our world has changed and will continue to change with no end in sight. Three features of this new reality are driving fundamental changes in how we do research and the skills and expertise needed to do it well.