The Marketer Researcher's Manifesto

Abstract

This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition. These become the market researcher's manifesto for change. First, they describe the new marketplace emerging as we shift from a productiondriven to a consumption-led economy. In response, marketers have shifted their focus of activity from completing transactions to building relationships. This context then provides the background for discussion about the role of the market researcher.

Leveraging Social Network Sites in New Product Development: Opportunity or Hype?

“…Focus groups, surveys, and interviews are some of the more traditional methods of generating customer insight and of acquiring information for NPD (Baker and Mouncey, ; Blazevic and Lievens, ). These traditional methods tend to be structured and carefully planned—often to answer specific questions—and tend to force customers to express views that fit the pattern of questioning (Baker and Mouncey, ). While these methods have proven useful, managers are increasingly demanding a more holistic picture to aid decision‐making, one that integrates information from multiple sources and breaks free of preset patterns.…”

New Trends in Innovation and Customer Relationship Management: A Challenge for Market Researchers

“…By doing so, they are placing a value on peer-group reviews and consumer-to-consumer dialogue to evaluate one-way marketing messages and controlled advertising sent out by firms. In business marketing, cross-functional business processes that drive contemporary buyer behaviour, challenge our traditional concepts of the decision-making unit and the categorisation of players into users, decision-makers and authorisers of purchasing decisions (Baker and Mouncey, 2003).…”

Agenda Development for Marketing Research: The User's Voice

“…While new challenges have been uncovered as a result of the BEP, reassuringly, as the sectoral reports illustrate, a number of these challenges have already been identified and addressed in the research literature. In particular, the literature that focuses on market research has identified the impact of technology on the industry (Malhotra & Peterson 2001), and the implications of the IT-enabled consumer (Baker & Mouncey (2003) and of client-driven change (Chadwick 2006). We have highlighted the need for changes in the training and development of marketers to encapsulate a broader understanding of management issues and for academia to revisit its curriculum.…”