5 New Pillars of Market Research

Guest post by board member Mark Sherrington

Last time, I talked about some of the problems of market research as it’s conducted today, how we should make use of and interpret its results, and what we can do to get primary market research that’s more representative.


The Problems of Market Research and the Promise of Mixed Methodology

Guest post by board member Mark Sherrington

Is great marketing consumer-focused and nothing else? This has been a central debate in marketing ever since Henry Ford said “If I’d listened to my customers, I’d have given them a faster horse,” and then in 1960, Harvard professor of economics Theodore Levitt published Marketing Myopia, which told us we had to make the consumer the focus of everything we do.