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.

虽然市场研究一直是智能生态系统的基石，但“洞察”供应商的出现正在重塑市场。相邻的实践，从竞争情报、社会倾听和数据科学，可以将市场研究降级为公司的传统地位。这项调查探讨了专业市场研究人员如何应对市场研究技术的商品化以及他们越来越少地接触客户组织来解决这个问题。调查结果表明，市场研究人员正在通过以下四项举措进行调整——有效地将自己重塑为“洞察力”专业人士：(1) 提供解决方案服务，(2) 创建整合有机和设计数据的架构，(3) 在客户的组织中塑造英雄 (4) 基于战略指导建立表演关系。这些举措将市场研究从明示（描述性或陈述性）转变为表现性（有效或可操作）。从理论上讲，本文通过表现性镜头概念化了市场研究行业的变化。