Abstract:

The industry view of the public perception of the market research industry often comprises of people standing around in shopping centre's with clipboards. As the gap between brand and consumer has shortened enormously in the last decade, is this still the common view of market research? In recent months market research, and more specifically polling, has come under increased scrutiny in the UK and the US. It is becoming increasingly important for the industry to promote the value of market research and the scope of business and societal benefits the industry provides However, as any good researcher knows, it's impossible to embark on a promotion and education campaign without the market intelligence to guide those decisions.