From the Iliad to Odyssey
The odyssey of our profession

List of publications

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	Author(s): C.Frederic John Collection: Congress 2010 - The changing face of market research Keywords: Storytelling ESOMAR Congress 2010 Award Nominee - Best Paper Overall

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The market research profession has been consciously trying to evolve from a provider of data to a generator of insights and a consultant to management. The success of this transformation has been spotty and its pursuit may mask the need for more fundamental change. Long-term success demands the following: giving up the search for the killer data-collection app.; expanding our expertise beyond understanding the voice of the consumer to encompass other types of data; understanding our clients’ businesses much more deeply; developing new techniques to generate truly representative samples; and advocating a point-of-view not totally reliant on hard data. Ultimately, we must shift from relaying what we have learned to telling our clients what they should do.