Why we have to change the language of market research
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.
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