Abstract:

This paper responds to the challenges of globalisation and the digital society by arguing that the problem for MR today is not that of too much change, but rather too little. In a world where data is seemingly infinite, we now need to provide data architecture, measurement, and context to enable understanding. Using these underlying themes, the paper outlines the weaknesses of current practices and approach and proffers solutions drawn from experience that would enable us to provide the solutions our profession is inherently capable of.