This paper presents an ideal model and strategy of the modern marketing researcher based on the thoughts and ideas of Leonardo da Vinci. Our vision for the modern marketing researcher is rooted in the European Renaissance but applicable to the modern world. The model's basic foundation is built upon the notion that the marketing research discipline needs to completely understand customers (both individually and within their natural environment). The customer is at the center of the marketing research discipline and the modern marketing researcher must apply a number of innovative techniques, methods, and designs to fully uncover the true meaning and trends underneath the data and respondent views.
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