Abstract:

Recent years have witnessed a myriad of developments and ideas in the field of Market Research: online research, market ethnography, renaissance of projective techniques, data and text mining, among others. In the wake of these developments, what else can MR offer? Market Research companies have the opportunity to expand their role of market and consumer observers and interpreters to a role of consultants or planners capable of designing, driving and triggering new action-oriented conversations and possibilities with customers and employees of the companies they work for. On the way we want to mobilize emotions in coherence with information to build new collaborative relationships.