Viewpoint: The Future of Market Research

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

“…Arguably, whereas businesses have developed extensive expertise in using traditional market research activities, they are still learning how to use social network sites for this purpose proficiently. This resonates with Lewis () who suggests that there is an increasing trend of listening to customers through social network sites but that the new tools and techniques to do so effectively are still being developed. Likewise, according to Hardy (), market researchers are still seeking an understanding of the new marketing landscape as it continues to evolve.…”

Rethinking the market research curriculum

“…It is an area of the curriculum that has been researched relatively infrequently in recent years but lies at the center of many of the disruptive trends in the growing data economy, including big data and analytics. As increasing volumes of customer data are generated through online interactions between customers and companies, the role of intermediary organizations, such as market research firms, becomes contested (Lewis, 2012). It is also an area where there has traditionally been a strong alignment between practitioners and the curriculum.…”

Market Research and Insight: Past, Present and Future

“…Nowadays, stakeholder demands include the need for interpretation of research that creates a distinct value proposition for the client organisation (Di Fiore, 2012; Handley, 2016). Because of these increasingly complex expectations, market research agencies have evolved into integrated insight consulting companies (Lewis, 2012). Market researchers must now apply a combination of skills-based competencies and contextual knowledge.…”