Categories
November 22, 2010
Simon Chadwick of Cambiar introduces the five winds of change that are facing the market research industry.
0
by Simon Chadwick, Partner- Cambiar Consulting
Those of us trained in market research thirty years ago entered a world that was stable, established and trusted. We were taught probability theory, sampling, questionnaire design, analysis frameworks and report writing. If we were lucky, we also received training in qualitative methods and content analysis. For us, excitement came in the form of new methodologies (conjoint analysis, volumetrics and brand personality), but the basic format of research itself did not change.
Today, we live in a very different world – an exciting world where the status quo is being challenged every day, even down to the bedrock of what research actually is. Some of this is internally driven – researchers challenging themselves to come up with new and different ways of collecting, analyzing and communicating information and insight. But, truth be told, most of it is externally driven – new types of companies entering our field, new technologies, new media. But, most of all, it is client-driven. Our industry changes fastest and most fundamentally when the needs of our clients change. As we enter the second decade of the 21st century, those needs are changing dramatically and rapidly.
We are facing the five winds of change.
In the coming weeks, I and my colleagues will examine each of these winds and speculate as to what they mean for the profession and industry that we grew up in and came to love. What are these winds? Here’s a quick summary:
Join us in the coming weeks as we investigate each of these five winds. We promise you a journey that will be fascinating, challenging…sometimes scary and yet optimistic.
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
Comments
Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.
More from Cambiar null
Automation is very much among us and here to stay. The big question is whether it is a help or a hindrance.
For years, the question of whether or not you can measure the Return on Research Investment (RoRI) has ebbed and flowed in popularity.
How quickly is change happening and what are corporate clients saying about the rate of change and their role in this new world?
Talent shortage? Could very well happen if the way in which we hire and train the people doesn’t keep pace with change.
Top in Quantitative Research
Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...
Sign Up for
Updates
Get what matters, straight to your inbox.
Curated by top Insight Market experts.
67k+ subscribers