Market research is a vital tool in the marketing kit box and in constant flux. Rob Grant examines the drivers of innovation in research and six implications for marketers.
Any market researcher who introduces themselves at a dinner party faces a conundrum: will people think I stand on street corners – with a clipboard – and ask questions of passers-by? It’s an enduring and hard-to-shake cliché, but it no more reflects market research today than a Model T Ford does the car industry.
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.