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.

Monty Alexander

Author

This is a long description of some author details.

Virginia Valentine

Author

This is a long description of some author details.

This could also be of interest:

Videos

Your Honor, we have lost our edge

Catalogue: Congress 2018

Authors: Katia Pallini, Annelies Verhaeghe

 

September 23, 2018

×

Citation

Pallini and Verhaeghe (2018a, September 23). Your Honor, we have lost our edge. ANA - ESOMAR. Retrieved July 23, 2025, from


https://ana.esomar.org/documents/your-honor-we-have-lost-our-edge


Research Papers

We have seen the future...

Catalogue: Global Qualitative 2017: Back to the future

Authors: Annelies Verhaeghe, Remus Tomoiaga, Marlon Rinoza Plazo, Sophie Van Neck

Company: InSites Consulting

October 23, 2017

×

Citation

Verhaeghe, Tomoiaga, Plazo and Van Neck (2017a, October 23). We have seen the future.... ANA - ESOMAR. Retrieved July 23, 2025, from


https://ana.esomar.org/documents/we-have-seen-the-future-


Videos

Speaking the language of research

Catalogue: Congress 2013: Think Big

Author: Nikki Lavoie

Company: Sky Consulting

June 15, 2013

×

Citation

Lavoie, N. (2013a, June 15). Speaking the language of research. ANA - ESOMAR. Retrieved July 23, 2025, from


https://ana.esomar.org/documents/speaking-the-language-of-research


  • PDF
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
×

Citation

Alexander and Valentine (2002a, September 22). Why we have to change the language of market research . ANA - ESOMAR. Retrieved July 23, 2025, from


https://ana.esomar.org/documents/speaking-the-language-of-research