See GfK's Corinne Moy speak about The future shape of market research at MRS conference Impact 2017.
The Future shape of Research
The use of the term ‘market research’ is in decline – and we have the empirical proof. What does this mean for the insight business? The range of labels that are replacing ‘market research’ suggest that there is little agreement on the direction the sector should be taking. On the other hand, this flexibility could show how effective the insight business is at responding to the needs of changing world – and do the labels we use to describe our business matter to clients anyway?
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