Projects per year
Abstract
While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers respond to the commoditisation of market research techniques and their diminishing access to the client’s organisation to address this issue. The findings show that market researchers are adapting – effectively reinventing themselves as ‘insights’ professionals – through the following four initiatives: (1) offering solution services, (2) creating architectures that integrate organic and designed data, (3) making heroes in the client’s organisation and (4) forging performative relationships based on strategic guidance. These initiatives shift market research from ostensive (descriptive or declarative) to performative (effectual or actionable). Theoretically, the article conceptualises the changes in the market research industry through the performativity lens.
Original language | English |
---|---|
Peer-reviewed scientific journal | International Journal of Market Research |
Volume | 64 |
Issue number | 2 |
Pages (from-to) | 169-186 |
Number of pages | 18 |
ISSN | 1470-7853 |
DOIs | |
Publication status | Published - 2022 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- insights
- performativity
- market research
- customer insights
- actionable knowledge
Fingerprint
Dive into the research topics of 'The Insights Industry: Towards a Performativity Turn in Market Research'. Together they form a unique fingerprint.Activities
- 1 Oral presentation
-
From market research to the Insights industry
Diaz Ruiz, C. (Speaker)
29.11.2021Activity: Talk or presentation › Oral presentation
Prizes
-
Dr. Diaz Ruiz named in the 2022 Insight250 list
Diaz Ruiz, C. (Recipient), 24.09.2022
Prize: Prizes and awards
-
Dr. Diaz Ruiz named in the 2024 Insight250 list
Diaz Ruiz, C. A. (Recipient), 30.09.2024
Prize: Prizes and awards
-
Finalist for the MRS Silver Medal 2023 (Market Research Society)
Diaz Ruiz, C. A. (Recipient), 10.03.2023
Prize: Prizes and awards