Abstract:

As we enter the final ten years of the twentieth century, this is an appropriate moment to look around us, to direct our gaze at issues more fundamental than techniques, or professional problems. Market researchers are often accused of being too preoccupied with statistics and profit margins and prices. This accusation is often correct. What is this postmodern business? Who is the postmodern consumer? The answers to these questions will in turn help researchers to answer the question: What challenges should postmodern market research be answering?