There's a shift in focus from methodology to creativity, Wout Van der Wijk (director Blauw Research) says in MarketingTribune. There's a new generation of researchers, he says. They see themselves as part of the marketing team and they want to help in taking the right marketing decisions. Market research is no longer research for the sake of doing research.
Creativity in research is the effective translation of a marketing question into a questionnaire. There's not just one road to Rome, there are different ways to reach your goal. Creativity makes the researcher's job more exciting and the client is better off.
I couldn't agree more.
(Read more about it here)