Abstract:

In "The Fearless CEO" issued by Hoggett Bowers, they quote the CEO of a global consumer food business. In response to the explosion in mobile media, technology and resultant changes in consumer and retailer behaviour he said his goal was to be a "Netflix rather than a Blockbuster". In this opinion piece we challenge the relevancy of the traditional research industry and its ability to adapt and react to the rapidly changing landscape created by the onset of digital and mobile alternatives. The debate about the future of our industry has to end here. In an environment where our clients are more likely to drive innovation around data aggregation, integration and analysis, than our industry, we need to seriously act to meet the wide ranging demands of corporations in the Asian region.