Abstract:

The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market research process; and look at what this may mean for the future role of agency/client researchers and the development of the research industry as a whole. Our aim is not to provide any magical solutions. We hope this paper will challenge current thinking and allows some pause for consideration so that we can begin to raise more widespread and serious debate around these issues. In order to investigate and support further the main themes of this paper a series of ten depth interviews were conducted among senior research users in Shell UK and Shell International.