Always controversial but often with a compelling point of view I was interested to see what Alan Mitchell had to say about my fave topic – consumer decision making.

At first he seems to question the value of market research at all but a closer look reveals that he simply offers up a number of challenges. If you agree with his fundamental point that persuasion marketing is over (and don’t we all we’re in an age of dialogue aren’t we?) then the conclusions for research are clear and yet they aren’t the most commonly pursued approaches.

His argument points to co-creation rather sitting behind a viewing facility mirror and to genuine ongoing brand insight rather than a constant diet of pre and post tracking. Hear Hear!! Here lays the path to genuine insight that is neither a waste of time or money.

http://www.brandrepublic.com/Discipline/MarketResearch/News/965315/Reinventing-marketing-Alan-Mitchell-says-its-time-move-beyond-Philip-Kotlers-quest-influence-consumers/