ABSTRACT
This chapter covers cover transfiguration of marketing research.
This includes developments, such as the shift to insights management, the increasing use of real-time research, the new search for and implementation of expressive research, the role of big data and avoidance of dark data.
A particular emphasis is placed on the variety of ethnographic methods becoming available.
It also includes the need for permission based predictive modelling and analysis, the era of consumer data, the emergence of the small data/little data phenomenon, the incredible developments in artificial intelligence and machine learning and the clear movement towards data transparency.
Finally, it covers new formats, such as in-the-moment research.
