Abstract:

Qualitative. Quantitative. Two ‘Q’ words that have traditionally defined market research. As the marketing world evolves, a new industry vocabulary has emerged. Behavioural Economics, Social Media, Big Data, MROCs... language which has inspired passionate, yet divisive debate. Whilst many researchers are embroiled in this debate, is enough energy and passion being invested in delivering clients the best of both worlds? Are the words that will define our future Quintegration and Quality? And will this impact go beyond techniques and ultimately require new business models, talent and processes? This paper presents a challenging perspective and invites researchers to move beyond the debate to help redefine market research best practice for the future.