When will Market Research yield quickly actionable insights? In other words, how can MR transform itself into an “internet time” discipline?
I am asking Research Access readers to offer opinions on how we need to change the structures of the discipline.
Questions to ponder:
1. How do we take a field defined by “discrete bursts of production” to one in which we are offering continuous insights?
2. When will MR be “forward looking” instead of “historical?”
3. How do we put MR in the center of all of Marketing?
If we can produce imminent predictions (based on data but also on “gut”) then we’ll produce eminent results. Then we can be feted and not thought of as “another cost.”
About Romi Mahajan - KKM Group is an Advisory company focused solely on Strategy and Marketing in the Technology, Media, Agency, and Luxury Goods sectors.
It’s already happening. Companies like CivicScience, Conversition, BrandScan 360 and others are on the forefront of developing real time insight systems using large data sets.