Abstract:

‘The Creative Imperative’ also applies to the world of marketing and market research. There is sufficient material demonstrating that market research has its own intrinsic added value. There are a host of case studies which illustrate and document the impact of well implemented studies that have limited risk and provided real insight for organisations. But in addition to the question of yield, we should also take into account that productivity has the extra dimension of dynamics. We need to think more about the creative challenge in going beyond the traditional role of research in measuring, informing and providing knowledge. We need to ask ourselves if, in view of the rapidly changing environment, we can also innovate rapidly to provide insights that reveal and illuminate. Market research needs new mindsets and changing attitudes. But how does a researcher ensure that they can succeed as a ‘bright’ and ‘brilliant’ professional who is truly relevant to what is happening? Does this mean we have to develop new capabilities? Illumination is a key concept, of course it is. But what does it actually entail? We are clearly in a phase of market research development in which the boundaries of the discipline will be pushed further outwards bringing significant changes to the content of our work. How productive market research will be in the coming years largely depends on the extent to which we can harness our own creativity to become more innovative and illuminate real issues in business and society, in addition to the familiar contributions we already make. Is innovation driven by outsiders? What will be the results of their creative initiatives and which new capabilities will be developed? To find some of the answers, Research World plans to scan the frontiers of research and to pay more attention to adjacent territories, in coming issues.