Ever since the ’30s, the market research industry is reinventing itself at least every couple of years. Even faster in the post-millenial and high-tech recent years. What is constant, however, is the quality of people needed to do the job.
Their capability should be excelling in understanding client’s business, the cultural context and overall market forces. Good, sound understanding of where you are builds solid business cases of where you want to be tomorrow and how to achieve it. Like a super clear MAP.
This is what we are best at: mapping the direction, mappers of the future.