The Future of Marketing and the Role of Market Research Within it
Winner of the 'People's Choice' Award at the Market Research Society of NZ 2005 Conference
Marketers and academics alike agree on the future direction of market research - the evolution from one-way message broadcasts to interactive conversations between companies and their consumers.
The digital nature of these interactions, whether they be as simple as website registrations or cutting-edge event-oriented marketing, means that the opportunities to passively observe or directly question consumers are enormous.
This paper tracks the evolution of marketing and consumer culture from the 1950's to today, showcasing many exciting case studies and illustrating how consumer insights can now be obtained in new and exciting ways. The challenge however, lies in researchers developing their skills to match...
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