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How to be a future shock absorber

Date of publication: September 17, 2006

Catalogue: Congress 2006: Foresight

Authors: John Marinopoulos, David Smith

Abstract:

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team (both the client and agency side) need to apply critical market and consumer evidence in a way that engages senior business decision-makers, requiring market researchers to become more confident in using a variety of analytical tools.Concrete examples of seven different roles that a market researcher aspiring to become a business research consultant needs to play are provided.

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