In this editorial, I analyze the state of the market research sector and consider future directions. We are seeing a growth in evidence-based decision making and a shift toward customer centricity. This is leading to more surveys, more depth interviews, more focus groups, more ethnography, more usability testing, more semiotics, more build-test-learn, and more analytics. Indeed, more of almost anything that allows organizations to leverage insights about what people want, experience, and believe. However, less and less of this research is being done by people who call themselves “market researchers” doing tasks that they describe as “market research.”

中文翻译：

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市场研究：国情回顾

在这篇社论中，我分析了市场研究部门的状况并考虑了未来的方向。我们看到循证决策的发展以及向以客户为中心的转变。这导致更多的调查、更多的深度访谈、更多的焦点小组、更多的人种学、更多的可用性测试、更多的符号学、更多的构建测试学习和更多的分析。事实上，几乎所有可以让组织利用对人们想要、体验和相信什么的洞察力的东西。然而，越来越少的这种研究是由自称为“市场研究人员”的人完成的，他们称之为“市场研究”。