Abstract:

In this paper we argue that market researchers face increasing pressure to deliver information that aids strategic decision-making within organisations. In particular, the creation of the Single European Market means that many companies now demand analysis that enables that them to anticipate commercial opportunities on an international basis. We also suggest that the successful prediction of future consumer needs can be enhanced by augmenting traditional research approaches with forecasting techniques that focus on underlying structural change and the relationships between economic, social and political factors and consumer behaviour. To illustrate this point, we consider three elements of change that are of particular relevance to the European financial services industry: the fiscal pressure on European national governments to progressively reduce state retirement benefits, the degree to which financial product providers can capitalise on pan-European trends in consumer behaviour and the way in which future patterns of media consumption may constrain attempts to build international financial brands.