Abstract
In this viewpoint, the author argues there are parallels between Kodak?s inability to take advantage of the shift from print to digital and the current state of the market research industry. He warns that market researchers may double down on the client/agency business model but this is wrong as it would lead to financial decline. Market research is already too dependent on other sources of data collection, like Facebook and Google. There should be a shift away from the term market research, a use of sector expertise to address issues around ethics and there should be an openness to firms of all types who have a stake in making sure that ?evidence matters?.
| Original language | English |
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| Publication status | Published - 1 Sept 2017 |