Abstract:

These comments are naturally coloured by my viewpoint - that of a researcher in a large international company manufacturing and marketing a wide range of (mainly) consumer products. However, I have tried to pick out a number of points which strike me as generally relevant. Even though it is an obvious one, there is an important point worth stressing cat the outset. The market research industry provides a service to marketing organisations. It therefore has to adapt its approach to changes in its clients' needs. In this brief paper there is no scope for discussing trends in marketing during the next decade, but one example will serve.