Abstract:

This paper has two aims: first, to send out a wake up call to us market researchers as a profession. If we don't want to fade into oblivion like the buggy whip,the time to begin a fundamental change of market research is now. And, secondly, to discuss some ways we might get there - to the future, that is. Traditionally, market research has provided clear, reliable pictures of today and yesterday. Our tools for predicting the future have been primarily limited to demand curves, price elasticity and data input to models. These tools have served us well for the last fifty years. But they are inadequate for the business environment that we will soon be facing. Our focus as an industry must realign our time frames. Tomorrow is the name of the game, tomorrow.