Abstract:

Market research definitely contributes a great deal to certain kinds of decisions but leaves a lot to be desired in certain other kinds of decisions. Unfortunately, the marketing decisions where it does not add too much value are often the more fundamental ones - the ones which have a more profound and longer term impact on the client’s business. In short, the more strategic decisions. This paper discusses three action areas which will help market research to contribute more forcefully in this area Action area I : Improved skills (and respect) for problem definition Action area II: Understanding the business context of the decision Action area III: Learning to look at the future rather than describe the present.