Abstract:

Modem society is characterized by change : technological, political, economic... These changes all contribute to socio-cultural evolution, that is to say our evolving vision our ourselves and of the society in which we live. This, in turn, influences developments in technology, politics, economics, etc., in an on-going, self-repeating process. In a context of emerging opportunities and threats one cannot afford to adopt a wait and see attitude, nor assume that the future will be a mere extension of the past. Because yesterday's solutions will certainly not fit tomorrow's problems, anticipation and flexibility are the keys to successfully piloting one’s business in an ever changing environment. More research and consulting firms teach clients such a philosophy. But, how can we apply it to our own field of praxiology, market research ? By consistently providing both a brand or product related actionable angle and a long term perspective in each research product, at each research level, anticipation can be built-in in market research services.