Nice piece today by Martin Baillie on a subject that has repeatedly drawn my fire over the last decade or more (I was once called "The Enemy Within" or some such by Research Magazine): the future (or otherwise) for Market Research (and in particular the need to move from set-piece to real-time insight gathering – to "bake-in" continual learning to how we go to market).
While I have great fondness for the industry and its practitioners, it has always struck me as more anchored in the past than the future; feeling more comfortable with past assumptions and practices rather than any unfolding dynamic picture – I think that's what Martin is getting at too.
Equally important are the musings of Ray Poynter (the man behind the NewMR online conference in December). His latest thoughts point to the increasing importance of doing stuff with data (analytics) as opposed to collecting data (trad research):
"I have felt for a long time that the days of asking people what they have done, for example in tracking studies, are numbered. I refer to this aspect of research as bean counting and expect that in the foreseeable future this information will be collected from a combination of loyalty card, credit card, smartphone, CCTV, geo-tagging, RFIDs, and the sorts of wearable devices being designed for exposome research (collectively I think of these as part of the electronic wake, the trail we leave behind us). These changes will be another nail in the coffin of the days of surveys (I have previously blogged that in the future there will be far fewer surveys"
Regular readers will know that I'm a big admirer of my intermittent collaborator John Kearon and his attempts to innovate MR out of its current practices with Predictive Markets, Digividuals [a colloboration with the great Bausola @zeroinfluencer] and all kinds of We-research but if you're thinking about Market Research and its future,just step back 10 years and read this seminal piece by the late, great (and round here anyway) much missed Ginny Valentine Download Repositioning Research
Change is a comin'….that's for sure but not before time…