Preface
Once clients have analysed all their Big Data, they are still going to need answers to the question 'why?' As Big Data replaces more and more quantitative surveys, the future of MR really is going to be more focussed on qualitative and observational research.
So, how can the MR Industry really take 'ownership' of this space, and not be muscled out by consultants, and DIY entrepreneurs/individuals? We know that much current qualitative practice is poor, especially in developing markets, lacking cultural understanding and real actionable insight. Clients complain of the lack of credibility of the results. CEO's don't know...