Abstract:

This session presents a compelling case for reinventing market research content to be in tune with a world where consumers are constantly expressing their preferences and opinions through a myriad ways—where marketers are capturing so much of non-interventionist information through so many channels and where there is less need to depend on an interventionist respondent-dependent model to solicit information. Our proposal calls for a change in the approach of marketers, which leverages “inadvertent” information from not just the web but through a plethora of sources, internal and external: both existing and new. This paper presents a bold call for a totally new approach to information needs and market research planning – a veritable new mix for MR.