This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition. These become the market researcher's manifesto for change. First, they describe the new marketplace emerging as we shift from a production-driven to a consumption-led economy. In response, marketers have shifted their focus of activity from completing transactions to building relationships. This context then provides the background for discussion about the role of the market researcher.
Get full access to this article
View all access options for this article.
References
1.
BakerK., BerminghamJ., & McDonaldM.. (1979) The utility to market research of the classification of residential neighbourhoods, Market Research Society Conference Proceedings, pp. 253–272.
2.
BakerK., HarrisP., & O'BrienJ.. (1997) Data fusion: an appraisal and experimental evaluation, Journal of the Market Research Society, Milestones in Market Research, 39, 1, pp. 225–226.
3.
BakerK., HarrisP., & O'BrienJ.. (1989) Data fusion: an appraisal and experimental evaluation, Market Research Society Conference Proceedings, pp. 83–100.
4.
BowlesT.. (1991) Issues facing the UK research industry, Journal of the Market Research Society, 33, 2, pp. 71–82.
5.
CastellS., & ParsonsJ.. (2002) Truth or dare. Fun and fiction in advertising in this day and age. Presentation to the Admap ‘Models of Thinking’ Conference, London, January.
6.
ChadwickS.. (2000) The death of mass marketing: what does the future hold for the researcher extinction or power?Market Research Society Conference Proceedings, pp. 421–428.
7.
ClarkM., McDonaldM., & SmithB.. (2002) Achieving excellence in customer relationship management. Report of the Cranfield CRM Research Forum, Cranfield School of Management.
8.
ConnellS.. (1991) Market research and information technology, Journal of the Market Research Society, 33, 2, pp. 103–106.
9.
CooperP.. (1979) Symbiosis: customer psychology of branding.Admap, November, pp. 578–585.
10.
CrossR., & PrusakL.. (2002) The people who make organisations go or stop, Harvard Business Review, (June), pp. 104–112.
11.
de ChernatonyL., & McDonaldM.. (1992) Creating Powerful Brands.Oxford: ButterworthHeinemann.
12.
EvansM.. (2002) A keyhole view into the minds of the opposition: decoding competitive advertising propositions. Presentation to the IQPC ‘Customer Insight’ Conference, London, March.
13.
Federal Trade Commission (1998) Online Privacy: a Report to Congress.
14.
FletcherK.. (2001) Privacy: the Achilles’ heel of the new marketing, Interactive Marketing, 3, 2, pp. 141–153.
15.
FournierS.. (1996) Understanding customerbrand relationships. Working paper 98018, Harvard Business School, Harvard University, Cambridge, MA.
16.
GordonW.. (1999) Goodthinking, a Guide to Qualitative Research.HenleyonThames: World Advertising Research Center.
17.
GrantJ.. (1999) The New Marketing Manifesto.London: Texere.
18.
Groman (1992) Turning a threat into an opportunity, quoted in Conference Proceedings Database Marketing & Market Research Conflict or Opportunity, AEMRI/ABMRC, StratforduponAvon, UK, 1516 October, pp. 35–36.
19.
HanbyT.. (1999) Brands dead or alive?, Journal of the Market Research Society, 41, 1, pp. 7–18.
20.
JephcottJ., & BeckT.. (1998) The application and validation of data fusion, Journal of the Market Research Society, 40, 3, p. 185.
21.
LannonJ., & CooperP.. (1983) Humanistic advertising: a holistic cultural perspective, International Journal of Advertising, 2, 3, pp. 195–213.
22.
McDonaldM., & WilsonH.. (2002) New Marketing: Transforming the Corporate Future.Oxford: Butterworth Heinemann.
23.
MRS Research Newsletter (1983) John Wigzell sends a bulletin from Earth, April, pp. 1–4.
24.
OrganD.. (1971) Linking pins between organizations and environment, Business Horizons, 14, (December), pp. 73–80.
25.
RedmondA., McDonaldJ., & LawrenceD.. (2001) The evolution of the global customer insight capability, ESOMAR Congress Proceedings, Rome, September, pp. 39–50.
26.
RussoC., & TroianoJ.. (2000) Keep your hands off my wallet until you get into my life, ESOMAR ‘Reinventing Advertising’ Conference, Rio de Janeiro, ARF/ESOMAR Publications Series, pp. 87–108.
27.
SchlackmanB.. (1979) The interface between market research management and marketing management in user organisations: honi soit qui mal y pense. Proceedings from the Market Research Society Conference, Brighton, 2123 March, pp. 25–38.
28.
SchrammW.. (1955) How communication works, in SchrammW. (ed.) The process and Effects of Mass Communication, pp. 3–26. Urban IL: University of Illinois Press.
29.
SchultzD., & LindbergRepoK.. (2002) Building holistic relationship communication programs in an interactive marketplace: a new communication process model. Paper presented at ESOMAR Conference, Consolidation or Renewal, Barcelona, September, pp. 201-217.
30.
ShawR., & WhiteC.. (1999) Improving marketing accountability through better management of the market research process, Journal of Marketing Management, 15, 8, pp. 857–880.
31.
SpekmanR.E. (1979) Influence and information: an exploratory investigation of the boundary role person's basis of control, Academy of Management Journal, 22, 1, pp. 104–117.
32.
TurtleJ., & KatryniakJ.. (1992) Towards professional status the new generation, Journal of the Market Research Society, 34, 2, pp. 85–98.
33.
ValentineV.. (2002) The semiotic eye: how to gain real customer insight without talking to customers. Presentation to the IQPC ‘Customer Insight’ Conference, London, March.
34.
VenkateshA.. (1999) Postmodernism perspectives for macromarketing: an inquiry into the global information and sign economy, Journal of Macromarketing, 19, 2, pp. 15316.
35.
WindJ., MahajanV., & GuntherR.. (2002) Convergence Marketing.Harlow: FT Prentice Hall.
