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July 24, 2019
Today on RBDR: The “cons” of relying on standardized research for projects outweigh the “pros” by a wide margin, according to Stephan Teuber, Managing Director of Heidelberg, Germany research agency Gesellschaft fur Innovative Marktforshung mbH. He calls it a “lose-lose” for the client and their agency.
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Hi Bob,
I watched this video expecting one line of argument but discovered that Teuber’s comments are spot-on. The devaluation/commoditization of research started long before big data and analytics became a cost-saving surrogate for primary studies. I remembering hearing the same lament at industry conferences when I first met you 20-plus years ago.
And what have we come up with to address the issue(s)? Nothing,
Umm, that should be, “I remember…” Sorry for the typo.
Amen. I agree with the writer’s point of view. In short this explains why MR today has become a wasteland of mistakes and errors. Many large corporate clients are simply not willing to pay the fair price for what true custom research costs. In addition, to those of us who are truth seekers, MR is no longer fun. Many clients do not want to know the truth, but only have their beliefs reinforced.