This paper defines the future, the current research inadequacy and how it can be overcome for the benefit of our clients, ourselves and the consumer. The primary precept is that we under-utilise our core competence of understanding the consumer, and fail to respect the consumer as an equal partner in the research process. Getting to the future is about getting outside of the box of current knowledge, identifying unserved consumers and their unsatisfied needs. We should be working with the consumers agenda, not our own. Overcoming our inability to deliver satisfaction today is the future.