market research


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.

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