Predicting the future

Date of publication: September 10, 2014

Abstract:

This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.

Hubertus Hofkirchner

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Jon Puleston

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Alexander Wheatley

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Company: Kantar

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