Resource Library

Summary

Recently Kim Dedeker, former VP-Global CMK, Procter & Gamble predicted that “Without transforming our capabilities into approaches that are more in touch with the lifestyles of the consumers we seek to understand, the consumer-research industry as we know it today will be on life support by 2012.”

While certainly a sobering, Dedeker’s forecast points to the importance for market researchers today to listen more closely to consumers even at a time when the level of noise has become heightened making it more challenging to discern quality consumer insights.

During the Symposium on Excellence in Qualitative Research, sponsored by the Qualitative Research Consultants Association (QRCA), an AMA Content Partner, Kristin Bush, Global Communication & Digital Research Leader with P&G Consumer & Market Knowledge, acknowledged that in recent years less attention has been paid to listening and responding to consumers.

Member Comments (0):

To rate or comment on articles, you must be a logged in AMA member. Click here to join