FRONTIERS
Where has all the science gone?
Stephen NeedelAbstract
Marketing Research is embroiled in an attempted coup d’etat, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This paper suggests that it is not yet time to abandon science – there remains a fundamental need for going beyond observational research to gain a deeper understanding of our brands and our research methods. We argue that there are many frontiers remaining to be understood (advertising, branding, category management, etc.) and that our science is better served by solving our existing problems than by looking for new ones.
Stephen Needel
Dr. Stephen Needel is Managing Partner of Advanced Simulations, based in Atlanta. He formed and manages an international company responsible for bringing virtual reality simulations to bear on retailing, marketing, and consumption issues.
Prior to starting ASL, Dr. Needel was President of Simulation Research, the first to bring virtual reality technology to the everyday marketing research world. Dr. Needel has held senior analytic positions at AC Nielsen, Information Resources and Burke Marketing Research. He started at Quaker Oats after receiving his doctorate in Social Psychology from the University of Connecticut.
His international experience dovetails nicely with his appreciation of English beers, South American beef, Australian football, and Thai chiles. He hopes to pass on these fondnesses to his two sons.
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