Sociology and Anthropology
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Sociology and Anthropology

Market research is a field about to be fundamentally changed by consumer companies needing to develop deeper insights about their customers and by emerging technologies that will make real-time behavior and attitudes available for customer-driven management.  Current problems in market research are discussed and solutions offered as future best practices.  These solutions include ethnographic methods, outsourcing emerging digital and information technologies, providing real-time insightful data, the ability to use that data to hyper-differentiate brands and to develop/retain customer loyalty.  Four futures for marketing research are discussed, with implications for best practices across all four, and within each.  Written by Steve Barnett.