Abstract:

Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of ongoing global studies on attitudes to risk, consumer priorities, global brands and globalisation, and investor/consumer behaviour are described. Market research needs to be about risk-reduction, risk-taking, and conscience, for the benefit of consumers, corporations and society as a whole, to ensure its significant place in risk management.