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    Reflections on the future of the market research industry: is market research having its ‘Kodak moment’?

    Nunan, Daniel (2017) Reflections on the future of the market research industry: is market research having its ‘Kodak moment’? International Journal of Market Research 59 (5), pp. 553-556. ISSN 1470-7853.

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    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’.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Daniel Nunan
    Date Deposited: 05 Oct 2017 09:19
    Last Modified: 22 Feb 2020 12:24
    URI: http://eprints.bbk.ac.uk/id/eprint/19907

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