Reflections on the future of the market research industry: is market research having its 'Kodak moment'?

Daniel Nunan

    Research output: Contribution to journalComment/debatepeer-review

    Abstract

    In this viewpoint, the author argues there are parallels between Kodak?s inability to take advantage of the shift from print to digital and the current state of the market research industry. He warns that market researchers may double down on the client/agency business model but this is wrong as it would lead to financial decline. Market research is already too dependent on other sources of data collection, like Facebook and Google. There should be a shift away from the term market research, a use of sector expertise to address issues around ethics and there should be an openness to firms of all types who have a stake in making sure that ?evidence matters?.
    Original languageEnglish
    Pages (from-to)553-556
    Number of pages4
    JournalInternational Journal of Market Research
    Volume59
    Issue number5
    DOIs
    Publication statusPublished - 1 Sep 2017

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