The move from transactional to relational research is at the forefront of change in the Market Research industry.
Technological advancements, societal changes and the current economic crisis are creating new dynamics – challenges to the “traditional” wisdom of market research and marketing. There is an increasing emphasis on the need to continually seek and demonstrate new value propositions. The face of market research is changing and with it so are many of the approaches and methodologies we employ. Through the use of collaborative relations, active listening, increased dialogue and observation, market research is assessing its position and developing a diverse set of skills both traditional and new to meet these latest demands and to ensure that market research advances and adapts to this new marketplace.
As we enter a new decade, we as an industry must stop and take stock - to reflect on our research and approaches from the past, differentiate between perception and reality and determine what the future holds.