8 Responses

  1. Binu Zachariah
    Binu Zachariah at |

    Interesting article!
    In my view, marketing Research needs to be refined and evolved further in accordance with the complexities and dynamics of modern market conditions & consumer culture. Time is ripe for a paradigm shift in Marketing research; ie, releasing it from the clutches of standard procedures and transforming it to a specialized professional service that makes use of diversity of skills, tools, technology and methods.

  2. Binu Zachariah
    Binu Zachariah at |

    In my view, marketing research practices need to be refined and evolved further in accordance with the complexities and dynamics of modern market conditions & consumer culture. As a profession, M R industry needs a paradigm shift that results in releasing M R practices from the clutches of standard procedures and transforming them into specialized professional services that make use of diverse skills, tools, technology and bespoke methods.
    Of course, all this calls for the intervention of Industry stalwarts and thought leaders to equip and convert current MR industry stake holders to be a part of a dynamic and multifaceted profession .

  3. Sandra Pickering
    Sandra Pickering at |

    Great post, Martina.
    There are some good debates around right now about the future of MRX.
    For me, a key question is: what are the core competences of MRX practitioners?
    Once upon a time, the industry was held together by process capabilities, such as survey design or projective methodologies or statisitcal analysis.

    But methodology is not the way to define an industry.
    So, let’s take a good management consulting approach based on ‘jobs to be done’.
    What job does MRX do?
    A very diverse and disconnected set of jobs.
    This suggests to me that it is no longer one cohesive ‘industry’.

    This is not only an issue for research suppliers but also for client-side researchers. The most forward-thinking leaders in client companies are dirving change – more here from one of my colleagues: http://t.co/Ilmh7gsEkW

  4. Annie Pettit
    Annie Pettit at |

    Love it! Researchers are collectors of massive quantities of data, but data without thinking is not research.

  5. Doug Kessler
    Doug Kessler at |

    Excellent post, Martina.

    More marketers need to re-think their approach to research. You’ve nailed it with these five myths.

  6. will novosedlik
    will novosedlik at |

    Martina, you are right on the money. I’m encouraged to hear that some of the more traditional FMCGs are exploring new research methods. I can attest to the fact that clients over here in Canada and the USA have been telling us that they are feeling market research fatigue – they are seeing less and less value being created through the old school methods, especially focus groups. Ethnography, netnography and co-creation are our weapons of choice here at Idea Couture, and clients are very open to these new methodologies. All of the old school methods are based on pre-P2P marketing principles and behaviours. In other words, they are all top-down, ‘one-way’ methodologies associated with the old obsession with customer acquisition, which placed a premium on new customers and had no interest in the ones they already had. I see a major shift towards customer retention starting to happen as markets become over-saturated and customers become more empowered. Good piece.

  7. Greg Rowland
    Greg Rowland at |

    Lovely stuff, Martina!

    Just to add that we’ve always done quite a lot outside of FMCG, so the possibilities for semiotics are endless!

  8. Martina Olbertova
    Martina Olbertova at |

    Thanks so much for your comments, everybody! I am very happy to see this article is driving so much interest and buzz in the global research & marketing community – it’s crucial to build a basis on which we can create a constructive discussion about the future of market research as an industry to be more in tune with thinking & behavior of consumers today and relevant to ways of communication they use. I am a big believer in research as a strategic instrument to catalyze change. It is not the end destination, it’s quite the opposite – a prerequisite of a successful healthy and engaging brand with relevant things to say. This to me is the true value of research. This, and it’s ability to contribute to making better strategic high-level decisions. This is why it needs to be more of a consulting results-oriented business (we all have the same interest here at heart) and much less like a detached data delivery. Let’s keep the conversation going and see where this can move us forward! Reinterpreting the key problems of MR and finding constructive solutions to it will be most important here. Please, feel free to contact me at info@martinaolbertova.com

    Martina Olbertova


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