Back

Why we have to change the language of market research

Date of publication: September 22, 2002

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Monty Alexander, Virginia Valentine

Abstract:

Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our discourse and remodel our language to meet a new vision of Market Research. This paper furthers the debate via a two-part argument of its own: why we have to change the language of market research; and one way we might go about it.

  • PDF
  • This could also be of interest
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld