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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.

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